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Category
Commerce
Annual ID
OS24_IG011S
About the Work
Americans spend over $12B on Halloween each year. And that means competing digital retailers and delivery apps fight it out using basic, forgettable promo codes - like TRICKORTREAT and SPOOKY10. So how could Uber Eats, known more for restaurant delivery than grocery & retail delivery, reach new & engage existing candy-seeking shoppers while raising awareness & purchase intent for their new categories? By partnering with 4 Hollywood studios, we got the IP to the 10 greatest horror films of the last 50 years. We then took their most famous quotes - from The Sixth Sense’s “I see dead people” to SAW’s “do you want to play a game?” - and turned the quotes into Uber Eats promo codes for candy. But, there was a catch. Each day to build momentum leading up to Halloween, we put horror fans to the test by dropping a uniquely terrifying word puzzle to be solved on social media, OOH and Uber ad surfaces, which revealed the horror quote promo code and unlocked a 60% discount. The result: while other retailers begged people to remember and use their promo codes, Uber Eats had people discussing and sharing theirs online - garnering over 10,000 organic social engagements and over 96.3 million impressions on Uber ad surfaces. On day one, we had 290,000 promo code applications; by Halloween, it was 2 million. The campaign garnered 44% new users to Uber Eats (grocery & retail) and was the most successful promo code campaign for Uber Eats grocery & retail…ever. That’s how we turned the most boring marketing trick into an unforgettable Halloween treat.
2024 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Rethink / New York
Client
Georgie Jeffreys
Kirsten Cave
Ana Lazareff
Ecole Weinstein
Nina Golik
Sydney Lindsey
Client / Brand
Uber Eats / New York
Production Company
Biscuit Filmworks
Music / Sound Production Company
Pickle Music / New York
Post Production Company
Arcade
Art Director
Jessica Pester
Cara Johnson
Alejandro Saavedra
Associate Creative Director
Gabriel Sehringer
Jessica Pester
Chief Creative Officer
Daniel Lobaton
Aaron Starkman
Chief Strategy Officer
Sean McDonald
Copywriter
Gabriel Sehringer
Lauren Cooper
Alvaro Palma
Creative Director
Cara Johnson
Lauren Cooper
Alejandro Saavedra
Alvaro Palma
Designer
Anne Zeygerman
Director
Aaron Stoller
Director of Photography
Michael Gioulakis
Editor
Brad Waskewich
Steve Reglis
Executive Creative Director
Tara Lawall
Hans Thiessen
Executive Producer
Fanny Cruz
Photographer
Duane Cole
Denis Gutiérrez-Ogrinc
Producer
Kate A. Spencer
Matt Kerr
Sound Designer
Robbie Gardunio
Strategist
Nicole Rajesky
CCO
Alexis Estiz
Composer / Sound Designer
Godi Gaviria
Alexis Estiz
ECD / Managing Director
James Zavaleta
Account Director
Karley Edwards
Account Manager
Dishant Verma
Account Supervisor
Regina Trimble
Colourist
Roman Hankewycz
Developer
Ken Malley
Digital Producer
Kyle Hicks
GFX
Scott Pallo
Global Chief Operating Officer
Caleb Goodman
Group Business Lead
Kate Naylor
Head of Production
Laura Rioux
Line Producer
Mala Vasan
PR / Account Director
Sara Lemmermeyer
PR Lead
Meredith Montgomery
PR Specialist
Kaitlyn Vian
Production Designer
Don Burt
Studio Artist
Jonathan Cesar
Studio Manager
Todd Bennett
Scott Russell
Tech Lead
Brad Stapleton
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