Uber Eats and Special serve up swear-worthy Ding Dong Deals

Uber Eats, in partnership with Special and EssenceMediacom, have launched the second instalment of its value platform, Ding Dong Deals.

The ANZ campaign, directed by Good Oil’s Adam Gunser, puts a fun twist on Uber Eats’ iconic doorbell chime, using it as a tongue-in-cheek censor to bleep out the spontaneous swearing that slips out when Aussies and Kiwis discover just how good the deals are on the Uber Eats app.

Keep it playful

In this latest instalment, a shopping centre Santa drops his child-friendly persona after glimpsing the silly season deals on Uber Eats. This follows a previous episode in which a serene bridge game is abruptly interrupted by a $ 10 burger offer, and another where a live news anchor can’t quite keep it together after spotting a $ 10 grocery deal just as the cameras roll.

Margot Deltour, marketing lead, growth and engagement at Uber Eats ANZ, says: “Creating a platform to unite the breadth of deals on offer was a chance to spotlight some truly impressive value – made even more entertaining by using swearing as a creative device. It’s a playful way to show how surprisingly good the deals can be.”

Swap shouting for swearing

The campaign is amplified through dynamic OOH placements showcasing a rotating range of products and deals, and a social series shot from the perspective of users’ front cameras as the push notifications hit – capturing their startled (and beep-worthy) reactions in real-time.

Alan Wilson, group creative director at Special, says: “Retail doesn’t have to be boring, and you don’t need to shout to be heard, especially in a market already full of shouty campaigns. So, in true Aussie and Kiwi fashion, we’re swapping shouting for swearing, because we feel that’s the kind of honesty we find entertaining.”

Tailored to cultural nuances

Ding Dong Deals acts as a value layer alongside Uber Eats’ brand platform, ‘Get Almost, Almost Anything’, which reinforces the brand’s versatility across takeaway, grocery, convenience and more.

The platform is designed to be long-running and flexible, with more content, categories and surprise offers set to roll out across the year.

The campaign forms part of a broader regional initiative, with Special and EssenceMediacom delivering value-led campaigns tailored to cultural nuances across a range of APAC markets.

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