Racing icon Valtteri Bottas loans his ‘second’ car out in new Uber Carshare campaign via Poem
Uber Carshare has released the second iteration of its “Australia’s Second Car” platform via Poem across earned media and social partnering with race car driver Valtteri Bottas.
Together, Uber Carshare and Valtteri have designed and fully customised a classic Ute to create the perfect second car, with everything an Aussie could need for an epic road trip.
The new phase of the campaign aims to inspire Aussies to get out and explore Australia without the limitations of their first car. The Ute has been fully revamped inside and out with a fresh coat of Uber Carshare matching teal paint, mullet aeration technology, a meat pie warmer, an esky to keep drinks cold, a bike rack, fishing rod holder, freshwater shower, hills hoist, thong holder and even in-built sunscreen and bug repellent dispensers – everything one would need for a road trip across Australia.
Says Rob Lowe, founder, Poem: “Uber Carshare is a relatively new and disruptive product to the traditional rental car category. The challenge has been to create an idea that’s simple, human and culturally relevant. Together, I believe we’ve been able to create something really special that explains what Uber Carshare is whilst carving it a place within Aussie culture.”
Says Andy Morley, director of marketing for Uber APAC: “We know Australians love to get away during their Easter holidays but their everyday car may not fit the bill. This campaign is another major step in our journey to drive awareness of Uber Carshare. Our agency village of Poem, Hello Social and EssenceMediaCom have come together to deliver something truly impactful.
“Across our Uber masterbrand we are hyper-focused on creating ads and working with talents and celebrities that Aussies can resonate with culturally. When we were first presented with the opportunity to work with Valtteri, we could see the alignments between him and our brand straight away. Valtteri has a clear love for this country, a passion for exploring new landscapes (like a true Aussie) and we couldn’t think of anyone better to provide the ultimate road trip-worthy ‘Second Car’ for Aussies to enjoy.”
As well as Valtteri’s iconic Ute, there are other cars on the Uber Carshare platform which have been given the “VB road-trip worthy seal of approval”. These cars will be stocked with a VB road trip kit, including a car air freshener, beach towel, drinks cooler, sunnies, and more, for the first person to book them.
Supporting the launch content is a targeted influencer campaign developed by Hello Social including Lachy McIntyre, Ella Watkins and Shepmates. Social content will be supported by media spend via EssenceMediaCom.
For more information on how to book Valtteri’s ‘second’ car or check out the Valtteri ‘road-trip approved’ cars head to the Uber Carshare blog.
Book Valterri Bottas’ ‘second’ car on Uber Carshare HERE.
Client: Uber
Director of Marketing, APAC: Andy Morley
Chief Growth Officer, Uber Carshare: Mathieu Maire
Head of Brand Marketing, Uber Carshare: Tom Walter
Marketing Manager, ANZ: Ashley Martin
Creative Director, APAC: Adam Ledbury
Strategy Lead, APAC: Josh Pickstone
Communications Manager: Bonnie Ko
Senior Social Media Associate ANZ: Chanelle Murray
Legal Counsel, ANZ: Jessica Shao
Creative & Lead agency: Poem
Founder: Rob Lowe
Managing Partner: Katie Raleigh
Business Director: Rhania Farah
Creative Director: Jessica Cluff
Senior Account Director: Erica Llorico
Production:
Director: Josh Logue
Executive Producer (Poem): Hattie Morgan
Content Manager (Poem): Bianca Martinolli
Producer: Matthew Barber
DOP: Simon Ozolins
First Assistant Camera: Sian Bates
Car Production: Sydney Scenery
Stills Photographer (Sydney): Reece McMillan
Stills Photographer (Adelaide): Matt Cherubino
Post-production:
Offline Editor: Josh Logue
Grade: Martin Greer
Online: Adrian Eppel
VFX: Damian Dunne
Audio post:
Sound Designer: Kate Stenhouse (Electric Sheep Music)
Publicity/Social: Poem
Social Lead: Georgia Crean
Senior Account Manager: Robbie Purcell
Senior Account Executive: Stephanie Leung
Account Coordinator: Lauren Duncan
Media agency: EssenceMediacom
Client & planning lead: Nathaniel Thompson
Group strategy director: Marine Turner
Marketplace director: Patrick Fakiye
Digital director: Matt Leahy
Influencer: Hello Social
Managing Director: Sam Kelly
Director of Client Experience: Madeline Marovino
Group Account Director: Nicola Hanlon
Senior Account Manager: Charlotte Shackley
Senior Account Manager: Carla Wong
30 Comments
I’ve seen this in my feed a few times now and I must say it’s really, really good.
Like
That is so good. Very entertaining. Thank you.
Like this a lot….
how on earth has special lost any part of the Uber account considering their recent track record?
No knock on Poem, whoever they are, but I am genuinely shocked that Uber would turn to anyone else
Typical clients… no loyalty
Funnest Uber ad in a long, long time.
Should they be worried?
It’s the in-house Uber team. Good job too.
Love it! Great stuff Poem and Hello Social. Awards at the ready!!!
Valtteri is a bloody natural. Best comedy performance from an athlete I’ve seen in yonks.
Athletes are so hard to get a good performance from. This is a great idea, well executed.
I saw this first in my social feed and genuinely enjoyed it. Good stuff.
This is fantastic – best Uber work in ages. And who knew Rob Lowe was so multi-talented?
This is genuinely funny. The writing, directing and editing are spot on. The timing on the bug spray and “you can rent it for free, because I am very rich already” killed me.
I love how long they held on the BRS scene. Great spot, killer “rich already” line.
I clicked on this thinking that Bottas wasn’t high profile enough as a driver, but he is absolutely class in this.
His dry Finnishness is spot on.
There are so many funny bits in it – the mullet dryer thing, his face on his speedos! Ha! I laughed
I actually understand what Uber Carshare is now
First ad I’ve shared with non-advertising friends in a long long long long time. Well done.
An ad we all seem to like! I had been a minute.
This ad is ridiculously funny, surprised it wasn’t Special. Keen to know if it was Poem who concepted/wrote the scripts or in-house? Bravo to Poem if so….I didn’t know they had it in them.
Confirming that all creative and copywriting was done by Poem (Props to Jess Cluff)
Can also confirm that the Special did all the hard yards to actually get to the Second Car strategy and idea. Shame no one actually bothered to credit them here.
‘@credit where credit’s due’ – it’s a good point and an oversight on the release credits. Special (and Celia Garforth) deserve huge credit for the ‘2nd car’ brand strategy and platform, which made the campaign super pointy (and hopefully effective).
I think Special will be OK.
HAS ANYONE CHECKED TO SEE IF SPECIAL ARE OKAY!?
“You can rent it for free because I am very rich already” is one of those perfectly written lines that has given me a tickle of hope for the future of advertising. Thank you.
Might need a mullet category at Award, the One Show etc.
@Credit where credit’s due. Sums up why it’s all gone pear shaped for so many agencies, and why clients want something different. Strategy ain’t funny, good ideas are. Sure strategy is important, but it’s only a means to an end. And agencies forgot that the ‘end’ is a spot that’s actually good. And not just on paper good. This spot is way funnier anything Special has done.
This spot wouldn’t have existed without the Australia’s Second Car idea. So @credit where credits due is right.