Uber Eats
Eager to play a part in national conversation on Election Day, Uber Eats proved that it shares Australia’s love of the Democracy Sausage in a campaign that combined Sponsored Snaps with a First Snap takeover and drove significant results for the brand.
- Rob Maddison, Brand Media Lead, ANZ, Uber
More Ways To Win With Snapchat
In Australia, Election Day goes hand-in-hand with local barbecues. Grabbing a ‘democracy sausage’ after a trip to the polls has become a tradition in most communities around the country. Eager to see all voters take part in the highly-anticipated celebration, Uber Eats used Snapchat to pledge its support.
Uber Eats elected to run a high-impact campaign, built in collaboration with media partners EssenceMediacom, which saw Sponsored Snaps run as part of a First Snap takeover. By using Sponsored Snaps, one of the platform’s newest ad formats, Uber Eats could connect more effectively than ever with its target audience. Landing directly in the Snapchatter’s Chat feed, Sponsored Snaps speak directly to the Snapchatter. When the Snapchatter chooses to open it, it will reveal a full-screen video which can be followed by a 1:1 chat with the brand.
The brand’s approach was even further strengthened by the First Snap takeover. Using this format, Uber Eats ensured its Sponsored Snap would be the first one the Snapchatter would see when they open the app – crucial to the one-day-only nature of the Election Day campaign.
In keeping with the upbeat nature of the Election Day tradition, Uber Eats, in partnership with creative partners at Special Group, chose Iain "Huey" Hewitson to front the campaign. The much-loved personality and restaurateur assured Snapchatters with a playfully satirical approach that Uber Eats would deliver a sausage directly to their door on Election Day – making it the perfect way to savour ‘tasty pillars of democracy’.
Uber Eats’ single-day First Snap campaign was a clear success, generating buzz and positive brand sentiment on a major social platform. Connecting with Snapchatters during a pivotal moment in the country’s calendar was made simple with Sponsored Snaps, while First Snap made sure the brand cut through the noise with ease. Specifically, the campaign reached over 3.74M Australians aged 18 and over, with 48% counting as unique reach. Talk about a vote of confidence for Sponsored Snaps format!
