In Canada, Uber Eats fights against a competitive landscape dominated by strong local players like SkipTheDishes and DoorDash. Despite the aggressive online presence and celebrity-packed ads, Uber Eats needed to overcome challenges in expanding into new delivery categories and connecting authentically with Canadian audiences.
Science tells us that in order to remember, the brain must forget. Thankfully, whatever you forget, Uber Eats will be there to help with its comprehensive delivery service. Because Uber Eats truly gets you Almost, Almost Anything.
The marketing challenge identified revolves around the human tendency to forget, which contrasts with traditional advertising messages focused on memory retention. Our insight stems from the scientific understanding that forgetting is a natural process essential for efficient brain function. In fact, in less than a week, you can forget as much as 75% of the information you learned, if it is not rehearsed or repeated. In today's information-rich environment, our brains prioritize which memories to retain based on relevance and significance. This insight highlights a fundamental truth about human cognition: while advertisers typically aim to be memorable, Uber Eats uniquely asks consumers to forget—a provocative departure from conventional strategies.
From a consumer perspective, our insight resonates with the everyday struggle of managing information overload. People constantly face a barrage of details, decisions, and stimuli, leading the brain to filter and discard non-essential information to maintain clarity and efficiency. Uber Eats leverages this understanding by positioning itself as the solution when consumers inevitably forget essentials like flour for pancakes or flowers for Mother's Day.
By tapping into the power of forgetting, Uber Eats emphasizes its role in providing comprehensive and reliable delivery services for almost anything consumers might need. This approach not only distinguishes Uber Eats from competitors but also deepens its relevance and appeal by addressing a universal aspect of human cognition and behavior.
Tapping into the concept of "Embrace Forgetfulness," we leveraged human behavior and memory processes to resonate with Canadian cultural preferences for spontaneity and playfulness. This creative idea underscores Uber Eats as the ultimate solution for diverse delivery needs, emphasizing our ability to deliver "Almost, Almost Anything."
Uber Eats' ads are very successful in the US, but despite featuring celebrities, they did not resonate with the Canadian market due to a lack of a distinctly Canadian feel. We strategically partnered with Canada’s Got Talent, for a groundbreaking integration. This collaboration marked a first in Uber Eats' history, leveraging the live, unscripted nature of the show to authentically showcase our delivery versatility. By seamlessly integrating into the fabric of Canadian entertainment, we effectively demonstrated how Uber Eats can fulfill diverse needs, from last-minute groceries to specialty items, mirroring the diverse talents and aspirations of Canadians showcased on the show.
By showcasing our ability to deliver "Almost, Almost Anything," we differentiated Uber Eats from competitors focused solely on food delivery.
Ultimately, this partnership addressed all three pillars crucial for Uber Eats' growth: expansion into new delivery categories, enhancing consumer experience through innovative integrations, and reinforcing local relevance and pride. By embracing the power of forgetting and aligning with moments of spontaneity and playfulness cherished by Canadians, Uber Eats solidified its position as the go-to delivery service for anything customers may need, reinforcing our brand promise and driving sustainable growth in the Canadian market.
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