Special Group Auckland’s Sydney outpost has launched its first Aussie Uber campaign since the agency won the brand on both sides of the Tasman just two months ago.
The campaign saw two major Australian daily newspapers last week rebadge their mastheads for one day in partnership with Uber.
The Sunday Telegraph and Sunday Herald Sun changed their front page mastheads to the Sam Day Telegraph and Sam Day Herald Sun, offering free Uber rides to anyone named Sam for a week.
The masthead change is a first for the Sunday Herald Sun, and a second for The Sunday Telegraph. The campaign goal was to ensure Uber’s message was amplified with an initial launch audience of almost two million Sunday paper readers.
“We needed an innovative way to answer a strong brief and a really great initiative,” said Newscorp head of print innovation Zac Skulander. “It is a very compelling offer for our readers and subscribers, and a unique opportunity to demonstrate the flexibility of our print brands.”
“This is an awesome example of connected paid, owned and earned media.”
Uber’s analytics had revealed Sam, or variations of Sam, was the most popular name in their database.
Mick Carroll, editor of The Sunday Telegraph and Nick Papps, editor of the Sunday Herald Sun both agreed the “fun” campaign would resonate with their readers.
‘Brilliant’ creative work
MediaCom Australia’s Andrew Da Silva said: “We’re so excited about this campaign because it truly connects a compelling offer from Uber with the readers of the leading newspapers in the country, brilliant creative work from Special Group, integrated PR from One Green Bean and News Corp and, of course, supported by paid media.
“This is an awesome example of connected paid, owned and earned media.”
In addition to rebranding the front page mastheads, the campaign investment includes a full-page ad on page two of both Sunday papers – designed as a letter from Uber explaining the concept – and eight different strip ads in prominent placements throughout the Sunday papers and newsagent posters provided nationally.
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