The task:
When Uber Eats entered the packed German market in 2022, smartphones were already full of colorful delivery apps. To still find a way into the hearts and stomachs of Germans, a deeper connection to the local eater needed to be established.
When Uber Eats entered the packed German market in 2022, smartphones were already full of colorful delivery apps. To still find a way into the hearts and stomachs of Germans, a deeper connection to the local eater needed to be established.
The idea:
No matter what life throws at you, you can always eat – Erstmal Essen (gotta eat first). A simple German saying became a cross-category message that celebrated food as a solution in all situations.
No matter what life throws at you, you can always eat – Erstmal Essen (gotta eat first). A simple German saying became a cross-category message that celebrated food as a solution in all situations.
Realization:
Underground rapper “Dilla” delivered the core piece: a hymn to the universal power of food - “Erstmal Essen”. With a music video, the song spread online and had the playlists of the target groups running hot.
Underground rapper “Dilla” delivered the core piece: a hymn to the universal power of food - “Erstmal Essen”. With a music video, the song spread online and had the playlists of the target groups running hot.
Recognitions:
The campaign achieved considerable success. Sales figures rose by 44% and brand awareness grew by 21%. The soundtrack secured 5th place in one of the most popular German hip-hop playlists on Spotify, as well as 4th place in the German hip-hop underground playlist. In addition, the campaign was honoured at renowned industry awards, including the ADC, CLIO, DDA and Effie awards in 2023.
The campaign achieved considerable success. Sales figures rose by 44% and brand awareness grew by 21%. The soundtrack secured 5th place in one of the most popular German hip-hop playlists on Spotify, as well as 4th place in the German hip-hop underground playlist. In addition, the campaign was honoured at renowned industry awards, including the ADC, CLIO, DDA and Effie awards in 2023.
