Uber Eats Australian Open Sequel Activation Stars Sharon Strzelecki & A Team Of Tennis Stars

As not everyone is able to see the world’s best tennis players live from inside the Rod Laver Arena, Uber Eats and creative agency Special Group created their own great moments which aim to reward those watching the tennis action at home with extra joy and entertainment.

The comic activation saw Uber Eats team up with many of the biggest names in tennis – including Nick Kyrgios, Alex De Minaur and Serena Williams – and with the star of Australian television’s most viral campaign of 2019 Sharon Strzelecki and like last year the creative approach mirrors the tournament’s on-court live broadcast coverage from the moment is returns from an ad break.

The multi-channel activation is led by a series of social spots featuring the trials and tribulations of a sporting star in transition – as Sharon (a comedian and former netballing great) and Australian sporting consultant to Kim Kardashian struggle with what it takes to be a Grand Slam ball-person.

“We’ve lifted the bar when it comes to the situations all our tennis stars find themselves in, so viewers are again able to enjoy these comedic moments seamlessly inside this year’s world-class broadcast,” said Uber Eats APAC Head Of Marketing Georgie Jeffreys.

Julian Schreiber, Special Group ECD, added: “So far we’ve already seen Nick Kyrgios being umpired by… Nick Kyrgios, Nick shouldering Alex De Minaur and Serena get a ball straight to the hair courtesy of new ball kid on the block Sharon Strzelecki.”

“But that’s just the beginning,” continued fellow Special Ground ECD Tom Martin. “Over the rest of the tournament things are going to keep getting interesting – as we try to show that no moment in the Aus Open is safe anymore from ‘Tonight I’ll be eating’.”

The activation was developed for Tennis Australia partner Uber Eats Head of Marketing APAC Georgie Jeffreys, Senior Marketing Manager Rebecca Kemp, Senior Marketing Associate Tim Broxup, Senior Communications Associate Nick Vindin and Marketing Associate Josh Pickstone by creative agency Special Group Australia.

The Special Group team included Executive Creative Directors Tom Martin and Julian Schreiber, Lead Creatives Josie Fox and Harry Stanford, Creatives Alistair Flack, Mark Starmach, Joel Grunstein, Jeff Seeff, Vince Osmond, Jade Manning, Jack Nunn, Nils Eberhardt, Nick Cole, Pat Allenby, Angel McMullan and Laura Grimshaw, plus CEO Lindsey Evans, Managing Partner Cade Heyde, Team Leads Tori Lopez and Eileen Cosgrove-Moloney, Business Manager Will Sealey, Executive Producer Paul Johnston, Strategy Director Celia Garforth, Casting Director Emily Stewart, Producer Emily Willis, digital was handled by Sharon Gray and Jesse McLallen and social by Lachlan Stewart.

The production company was Revolver/ Will O’Rourke and the posts were directed by The Glue Society and produced by Ian Iveson, with Executive Producers Jasmin Helliar and Pip Smart, Managing Director/ Executive Producer Michael Ritchie, with post production by The Glue Society Studios, audio from Rumble Studios, production by Stills and Chee Productions and the photographer was Chris Tovo.

Comment:

This work builds on last year’s award winning fake stunt broadcast integration (see case study).

It also follows on from the brand’s previous ‘Shaz & Kim’ (phenomenally successful) campaign in Australia from September 2017 with Australian comedian Sharon Strzelecki.

Links:

Uber Eats

https://www.ubereats.com/en-AU/

https://www.ubereats.com/

https://twitter.com/ubereats

https://www.instagram.com/ubereats_aus

https://www.facebook.com/ubereats

https://www.youtube.com/channel/UC1xnncYc7586km_rIYQLtLQ

Special Group

https://specialgroup.com.au/

Tennis Australia

https://www.tennis.com.au/