Uber Eats is a key sponsor of The Australian Open, one of Australia’s biggest sporting events. But with so many brands clamouring for attention during this busy period we had to find a completely new approach to own the Australian Open, and dominate the thoughts of millions of tennis fans.
So in order to own the tournament, we decided to own a very specific moment that happens in every single match. The moment of LOVE.
We created a simple promo mechanic based on the live AO score- During the brief moments of a match where the score is LOVE we gave Uber Eats customers the chance to purchase a meal for the price of LOVE. - thereby sharing the love with all tennis fans.
To promote this mechanic we partnered with Sacha Baron Cohen and centred our communications around an entirely new character created by Cohen, “Robbo” a Rogue Umpire, who is constantly sabotaging the game in order to maintain love on the scoreboard during tennis matches featuring the like of professionals Ash Barty and Nick Kyrgios.