"Without the long-term brand building that's been done through this campaign, we wouldn't have a business." (Uber APAC CMO)
In just five years, Uber Eats Australia has gone from fourth-to-market start-up bet inside parent-business Uber (known for rideshare), to the most valuable brand in a new, ubiquitous online food delivery (OFD) category with majority market-share. In the process garnering whole-of-organisation commitment to long-term brand marketing as a critical component of value-creation from an unlikely place - a tech company.
Ruthlessly consistent investment in a single, culturally salient brand idea and catchphrase over 5+ years was pivotal to this...