The Challenge

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.

A successful partnership with Canada's Got Talent

of respondents recalling Uber Eats' message of delivering anything
79%
increase in positive sentiment towards the brand
3x
digital impressions
15 million

The Context

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.

The Strategy

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.

The Execution

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Live Accident

The execution of our campaign centered on the bold and creative concept of "Embrace Forgetfulness," transforming moments of forgetfulness into memorable and impactful experiences on Canada’s Got Talent. We strategically engineered what became the biggest live "accident" in the show's history, capturing attention with unforgettable instances:

  • Howie Mandel forgetting crucial elements of the finale, including crowning the winner and even momentarily forgetting which show he was on.
  • The beloved Funkanometry boys forgetting their dance shoes before their performance, adding a humorous twist to their routine.

Full Omnichannel Integration

The partnership was supported with a full omnichannel activation including:

  • Contextual Integration: Through 9 real-time, highly contextualized interceptions, we redefined versatility by seamlessly integrating Uber Eats into the fabric of the show's narrative.
  • Social Takeover: Leveraging key moments like the semi-final and finale, we engaged viewers with strategic tune-in messaging and heightened awareness of our partnership through social media channels.
  • OOH, Audio, and Digital Video: Utilizing iconic OOH formats and partnering with popular radio hosts on a new podcast show, Roz and Moka, we amplified our campaign’s reach and engagement across digital and audio platforms.
  • Digital and Social Voting Engagement: As the exclusive voting partner during critical show moments, we championed top Canadian talents, fostering local pride and widespread engagement.

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Redefining

creativity

We are steadfast in our belief that marketing and media creativity needs to be constantly redefined. Because we are emboldened by the ever-more meaningful, memorable and impactful connections this creates between a brand and its audiences. And most importantly, because it drives business success.