Title	SPOILER CODES
Brand	UBER EATS
Product/Service	UBER EATS
Category	G04. Social Behaviour & Cultural Insight
Entrant	DDB PARIS, FRANCE
Idea Creation	DDB PARIS, FRANCE

Name	Company	Position
Alexander Kalchev	DDB Paris	Executive Creative Director
Marine Sanchez	DDB Paris	Creative
Jack Poingt	DDB Paris	Creative
Paul Ducré	DDB Paris	Managing Director
Pierre Guengant	DDB Paris	Account Director
Coralie Bouillier	DDB Paris	Account Executive
Léa Villani	DDB Paris	Account Executive
Julien Scaglione	DDB Paris	Agency Supervisor
Marie Le Scao	DDB Paris	Social Media Consultant
Ann Brandford	Uber Eats	Advertiser Supervisor
Valérie Pons	Uber Eats	Advertiser Supervisor

Why is this work relevant for Media?

This work is relevant for direct because it linked the tv show to a promotion, to fit to an insight from the brief : 50% of 18-34 years old in France have ordered food while watching a TV show, which represents 25% of the French population. This was a way of improving our customer relationships and generate more orders.

Background

In France, Uber Eats faces a main competitor which is Deliveroo. Both of them provide the same service and more or less the same restaurants. So communication is the only way to create a difference with the competition and rise above regarding business performances and brand image. As mentioned above, the brief was based on an insight. The clients ask us how could they use the partnership with OCS (French SVOD provider) for the last season of the biggest TV show ever to increase sales and brand preference during the 6 weeks of the airing. And the objective was pretty simple : they wanted to create a reflex among the target « Binge and Order Uber Eats », as the new « Netflix and chill ».

Describe the creative idea / insights (30% of vote)

The creative idea was entirely based on our insight : we create discount codes which were spoilers. We had 3 types of discount: 10€, 5€ and free delivery. Each of them was available in a limited amount. And bigger was the discount, the bigger the spoiler was. The show was broadcasted at 3 a.m on Mondays and we made the discount available around 6.30 am to make sure only true fans could enjoy the promotion without suffering ! But those who chose food over the TV Show could benefit from a discount on their meal with Uber Eats, to enjoy even more their episode.

Describe the strategy (20% of vote)

Considering the insight and the partnership around Game of Thrones, the strategy was quite easy to define. Our core target was 18-34 Game of Thrones fans. By reaching them first we wanted to be able to benefit from a halo effect on people who watch the show and the press. That’s why we created the Spoiler Codes operation and pushed it on social networks with media investments on the audience (age, clusters).

Describe the execution (20% of vote)

The Spoiler Codes existed for 3 key episodes: the first one, the third one (which was about an epic battle) and the last one (revealing the king). We created a dedicated Twitter account to make sure the operation would spread, and even use an ad in daily press for the first one and the last one. As Uber Eats was available in more than 70 cities at the time, we were able to make the Spoiler Codes a national operation.

List the results (30% of vote)

The Spoiler Codes operation was a huge success: . we reached 38,9M people . we lead to 39,500 orders . we created a community of 25,600 followers on the dedicated Twitter account . we generated more than 80,000 interactions on social media, counting over 21,600 shares

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

50% of 18-34 years old in France have ordered food while watching a TV show, which represents 25% of the French population. That’s why Uber Eats seize the opportunity to partner with OCS for the last season of Game of Thrones. Then we created an operation allowing people to benefit from a discount on their order Uber Eats if they would accept being spoiled on an event from the episode before watching it, which obviously was supported by a media strategy focusing on 18-34 who love the show.