Uber has appointed Hello Social as its integrated social media agency off the back of a successful Uber Premier launch at the Melbourne Cup Carnival.
Luxury p2p ride option, Uber Premier, which allows riders to enjoy high-end rides, launched at the Melbourne Cup Carnival earlier this month, at which close to 70,000 attendees arrived and departed using the Uber app. An even larger number of people across the nation relied on Uber to get to and from their local Melbourne Cup festivities.
To firmly insert Uber’s new luxury ride option into the social conversation, Hello Social orchestrated a national outreach #ArriveInStyle campaign.
#ArriveInStyle personifies the top-of-the-range vehicles Uber Premier has on its roster – perfect for special occasions like the Melbourne Cup and across November and December’s festive season.
Hello Social’s team was on the ground all week from AAMI Victoria Derby Day through to the Seppelt Wines Stakes Day, capturing the Uber Premier experience, curating interactive live coverage through Uber’s social media channels and managing Uber’s talent.
The event-specific paid media strategy encompassed a User Generated Content (UGC) competition for racegoers to share their arrival experience to win a trip home in the Uber Chopper, with one winner chosen every day during the carnival.
Hello Social managed the logistical challenge of flying 160 celebrities to and from Flemington Racecourse on the Uber Chopper, and broadcasting the #ArriveInStyle story through their social channels. Some talent included The Bachelor’s Tim Robards & Anna Heinrich, Cosmopolitan’s Woman of the Year Elle Ferguson, TV personalities Scott Tweedie, Rachael Finch, Shaynna Blaze, Elyse Knowles, sports stars Nick Cummins, Chris Judd & Marc Murphy, comedian, and radio host Andy Lee and partner Rebecca Harding.
On day one – AAMI Victoria Derby Day – Hello Social’s film crew delivered a same-day edit of the Uber #ArriveInStyle experience specifically for Instagram. The film was viewed more than 26,000 times within a day of the event.
Furthermore, Hello Social’s in-house design team produced a series of animated ads promoting Uber Premier and the Uber Chopper competition, as well as media backdrops, social-specific collateral and digital branding for all marketing outputs, which were picked up by the national press.
Says Max Doyle, MD of Hello Social: “In the last year, we have extended our already-renowned social media expertise to encompass sponsorships, activations, film production and talent management. Big ideas deliver social cut-through and we are now well placed to ideate, manage and execute magic moments such as the Melbourne Cup Carnival partnership with Uber. We’re delighted this impressed Uber and are looking forward to deliver the holistic strategy for the brand.”