DrinkWise launches ‘Ghost with Uber’ via Clems Melbourne to help people smoke-bomb safely
DrinkWise and Clemenger BBDO Melbourne have launched Ghost with Uber, a new campaign in partnership with Uber which aims to help people avoid the peer pressure to keep drinking when all they want to do is call it a night.
In the past, many admirable ‘ghosting’ attempts – the ‘fine art’ of sneaking out of pub, club or party unnoticed – were ruined by a lack of available transport on exit. The new ghosting mode on the Uber app, running on Friday and Saturday nights for the next six weeks, allows ‘ghosters’ to send a custom message to friends letting them know they’ve slid right by them to a safe ride home.
Ghost with Uber is based on the insight that people often feel compelled, against their better judgement, to keep drinking and this practical approach from DrinkWise helps discourage bingeing, allowing people to get home safely from a night out.
![DWA0447_Uber_Ghost_Branded_OOH_1096x822px[2] (1).jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2017/10/05100938/DWA0447UberGhostBrandedOOH1096x822px5B25D2028129.jpg)
Says Simon Strahan, marketing director at DrinkWise: “You should always look out for your friends, but if they’re urging you to keep drinking when you’ve had enough, it’s time to ghost. Our partnership with Uber is about reducing the pressure to drink to excess and providing a safe exit.”
“‘Ghosting’, ‘smoke-bombing’ and ‘phantoming’ are all part of modern vernacular – a lot of people are self-claimed experts at it. The advantage of Ghost with Uber is that it allows you to message friends after leaving, complete with Uber map view of you being driven away – the ultimate ‘ghost’.”
Says Henry Greenacre, head of cities at Uber Australia and New Zealand: “After working together on impactful campaigns in 2016, Uber is proud to once again partner with DrinkWise to help Australians make smarter decisions when drinking. We know peer pressure has a real influence on drinking behaviour, and the Ghost with Uber campaign aims to highlight this and some easy ways to avoid it.”
Says Nick Garrett, CEO, Clemenger BBDO Melbourne: “It’s fantastic to be able to partner with both DrinkWise and Uber in a bid to break down social barriers and influence behavioural change through a fun and engaging campaign that carries an important message.”
The campaign will launch with out of home, social and digital activity, street posters, PR and influencer activity and via radio duo, Hamish and Andy on their Fox FM drive show, in addition to the Uber app on Friday 3 November, for six weeks.
You can find more information about the Ghost with Uber campaign at
Client: DrinkWise
Marketing Director – Simon Strahan
Creative: Clemenger BBDO Melbourne
Production company: Flare and Little Projector Company
Illustrations: Jacky Winter Group
Media: Mediacom
PR & Influencers: AMPR
8 Comments
It’s not ghosting if you message your friends and tell them you ghosted.
Surely messaging your friends kind of defeats the whole purpose? Logic seems flawed.
Plenty of ghosts on the agency credit credits…
This is the worst kind of ‘campaign’ – creating something for the sake of it. There’s already a solution. You get a taxi or Uber and then message your friends to tell them you left. Or don’t. Whatever. The advertising industry is such a massive echo chamber of crap ideas and hot air.
Who you gonna call? Bustin makes me feel good…
Love it! Great message and a great conversation starter. Good Work DrinkWise.
Really?
How about telling people that’s it’s ok to say no to a drink if you don’t feel like a drink.
Doesn’t really say much for DrinkWise if they can’t encourage people to not feel guilty about not continuing to drink in social setting and still have a good time. Or maybe have one if their friends escort them outside and wait with them for transport, making sure the leave venue safely.
Shame, deserve better role models and not corporate cross promotions.
I kinda like it. Sometimes once you realise you’ve had enough, you just want to go home without having to go through all the goodbyes and getting pulled into an extra 45 minutes of talking. Seems like a good idea to me, I could’ve used this last week when I stumbled out of our work drinks (see I left anyway) to let my friends know I was safely away and maybe not seem so rude as to go without saying goodbye (I was very drunk and just needed to go, no space for goodbyes)