2024 Winner
GoldBest in Direct
GoldIntegrated Campaign
SilverBillboard Campaign
Uber Eats
"Horror Codes"
Rethink
"Horror Codes"
Rethink
Uber Eats wanted to stand out during Halloween by transforming traditional
promo codes into a more captivating experience. Working with Rethink, it partnered with Hollywood studios to obtain intellectual property rights for iconic horror film quotes, which were then turned into promo codes for candy purchases, as well as daily word puzzles that revealed the codes and unlocked signifcant discounts. Soon, consumers were engaging with and sharing these unique horror-themed codes online.
The campaign amassed over 10,000 organic social engagements and reached
more than 96.3 million impressions on Uber’s advertising platforms. The campaign started with 290,000 promo code applications on the first day, but that number skyrocketed to two million by Halloween. It also attracted 44% new users to Uber Eats’ grocery and retail delivery services, making it the most successful promo code campaign ever for those categories on Uber Eats.
promo codes into a more captivating experience. Working with Rethink, it partnered with Hollywood studios to obtain intellectual property rights for iconic horror film quotes, which were then turned into promo codes for candy purchases, as well as daily word puzzles that revealed the codes and unlocked signifcant discounts. Soon, consumers were engaging with and sharing these unique horror-themed codes online.
The campaign amassed over 10,000 organic social engagements and reached
more than 96.3 million impressions on Uber’s advertising platforms. The campaign started with 290,000 promo code applications on the first day, but that number skyrocketed to two million by Halloween. It also attracted 44% new users to Uber Eats’ grocery and retail delivery services, making it the most successful promo code campaign ever for those categories on Uber Eats.
Credits
Chief Creative Officer: Daniel Lobaton, Aaron StarkmanChief Operating Officer: Caleb Goodman
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Tara Lawall
ACD, Copywriter: Gabriel Sehringer
ACD, Art Director: Jessica Pester
CD, Art Director: Cara Johnson
CD, Copywriter: Lauren Cooper
CD, Art Director: Alejandro Saavedra
CD, Copywriter: Alvaro Palma
Executive Creative Director, Design: Hans Thiessen
Designer: Anne Zeygerman
Head of Production: Laura Rioux
Integrated Producer: Kate A. Spencer
Digital Producer: Kyle Hicks
Tech Lead: Brad Stapleton
Senior Developer: Ken Malley
Studio Manager: Todd Bennett, Scott Russell
Studio Artist: Jonathan Cesar
Group Strategy Director: Nicole Rajesky
Group Business Lead: Kate Naylor
Account Director: Karley Edwards
Account Supervisor: Regina Trimble
Account Manager: Dishant Verma
PR Lead: Meredith Montegomery
Account Director: Sara Lemmermeyer
PR Specialist: Kaitlyn Vian
Production House: Biscuit Filmworks
Director: Aaron Stoller with Biscuit
Line Producer: Mala Vasan
DP: Michael Gioulakis
Production Designer: Don Burt
Executive Producer: Fanny Cruz - Arcade
Editor: Brad Waskewich - Arcade
Editor: Steve Reglis - Arcade
Color: Roman Hankewycz with Harbor
GFX: Scott Pallo - Arcade
Audio House: Pickle Music
CCO: Alexis Estiz
ECD/Managing Director: James Zavaleta
Producer: Matt Kerr
Composers: Godi Gaviria & Alexis Estiz
Sound Designer: Godi Gaviria & Robbie Gardunio
Sound Engineer: Robbie Gardunio
Photographer (Toronto): Duane Cole
Photographer (NYC): Denis Gutiérrez-Ogrinc
Client:
Head of Marketing, Uber and Uber Eats, North America: Georgie Jeffreys
Sr. Marketing Manager, New Verticals: Kirsten Cave
Head of Audiences and Verticals Marketing, US&C Uber Eats: Ana Lazareff
Global Creative Lead, Delivery: Ecole Weinstein
Associate Creative Director: Nina Golik
Global Senior Copywriter, Delivery at Uber Eats: Sydney Lindsey