Uber One’s Grand Entry Into Taiwan
Uber One, the renowned subscription-based program famous for its incredible savings and exclusive deals on Uber rides and Uber Eats, has made a delightful entrance into Taiwan. Partnering with the acclaimed Special and the Taiwanese creative powerhouse, Whatever, the brand unveiled an intriguing and playful campaign titled ‘Never Eat Dirt Again’.
The Unique Taiwanese Expression
A common Taiwanese adage, ‘I have to eat dirt now’, comes into play when locals find their pockets almost empty, especially when payday seems far off. This campaign seizes this cultural nuance and spins it for a touch of humor and relatability.
Whatever’s Creative Director, Shiny Lee, elucidated, “In Taiwan, there’s a local phrase, ‘I’ll have to eat dirt’, for when you’ve run out of money at the end of the month. It’s a light-hearted metaphor people use when they can’t afford fancy food. Luckily, with the great savings and deals on Uber One, you’ll never have to eat dirt again.”
Deep Cultural Resonance
Through clever reverse engineering of this popular saying, Special crafted a slew of witty scenarios emphasizing that value-focused Taiwanese individuals won’t have to even consider “eating dirt” given Uber One’s exceptional savings and member-exclusive offers.
James Sexton, the Creative Director for Uber APAC at Special, remarked, “Leveraging a well-known saying allowed us to position Uber One in a culturally relevant way, and the literal portrayal of a world where people are about to eat dirt, further leans into the brand’s willingness to not take itself too seriously.”
The campaign vividly showcases characters, seemingly on the brink of munching on dirt pouring from everyday kitchen appliances – until the unbeatable value of Uber One swoops in to save the day.
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Widespread Campaign Reach
This engaging brand narrative, embodied in a series of 30 and 15-second films, has been taking the media space by storm, spreading its presence on TV, OLV, OOH, and social platforms. Additionally, a parallel product-focused segment is making waves on OLV, OOH, social, and display channels.
Expressing her enthusiasm, Uber Eats’ Head of Marketing, Melissa Chen, proudly stated, “I am so proud of “our dirty baby” birthed by the best crew of local and international talent. We are able to infuse the power of an established cultural vernacular to our creative ambition and our mission to serve Taiwanese’ desires in getting the best savings and value with Uber One.”
Mark your calendars, as this captivating campaign commenced on 26th September and will run until December. To catch a glimpse of this creative masterpiece, you can watch the film here.
