AUCKLAND, Today: Kelly Tarlton’s city-to-aquarium shuttle has been constantly ferrying sightseers from downtown Auckland for more than 10 years. This summer, Uber Eats gave the shark bus something to chase, achieving very positive results, the agency reports.
The promo highlighted the fact that you could order McDonald’s via the Uber Eats app and get it delivered to your door – by a car-sized Filet-o-Fish teasing the shark with its crispy looking patty and ‘cooked-to-perfection steamed bun’ for nine days.
Working closely with custom builders and set modellers, a roadworthy custom-built Filet-o-Fish burger car was constructed and passed NZTA and LVVTA checks. The car is 30:1 the size of a Filet-o-Fish.
After releasing it unannounced one morning, the chase quickly filled social media feeds, hit the front page of Reddit and clocked more than 100,000 likes.
The campaign was devised by Special Group New Zealand, who developed this innovative and quirky idea and surrounding integrated marketing campaign for Uber Eats New Zealand.
“The chase quickly filled social media feeds and clocked 100,000+ likes on the front page of Reddit.
Sydney-based Uber ANZ marketing director Steve Brennen said: “We were excited about this campaign as it provided a cool surprise and delight opportunity, and highlighted our quirky side that we knew would resonate with Aucklanders.
“It was great to bring our partnership with McDonald’s to life and the response both on and offline was fantastic. People absolutely loved it.”
Special Group worked with a skilled team of partners including Wonder Group, Fraser Cars and Cutting Innovations to bring to life the little burger car; Oddboy for the game production; Nimble and Paul Ross Jones for producing the supporting campaign materials; Pead PR for the social media and PR elements; Fuse covering social content for McDonald’s.
From Tamaki Drive to Auckland CBD, the little burger car turned heads and got everyone smiling when it appeared between 15-23 February.
An Uber Eats Shark Bait mobile game followed, taking the campaign to the whole country. The game was played more than 60,000 times in just a week.
“The reactions were pretty funny when people saw this little guy getting chased – it stopped traffic,” says Special Group ECD Tony Bradbourne.
CREDITS
Client: Uber Eats
Snr. Marketing Manager NZ: Caylie Honeycombe
Brand & Campaigns Coordinator: Natasha Van Der Laan
Head of Communications NZ: Nicky Preston – Head of Communications
Head of Brand Au/NZ: Georgie Jeffries
Director of Marketing Au/NZ:Steve Brennen
Agency: Special Group
Executive Creative Director: Tony Bradbourne
Group Business Director: Marcelle Baker
Senior Account Manager: Bonnie Shum
Digital Director: Stu Mallarkey
Social & Digital Manager: Daisy Conroy-Botica
Strategy Director: Celia Garforth
Car Production
Wonder Group: Buster Caldwell
Fraser Cars: Scott Tristram
Cutting Innovations: Alec Stringer
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