Nobody Gets It Like We Do
Uber Eats
Social / Digital Campaign
2020
It’s March 2020 and South Africa is going in and out of lockdown. Tricky timing for a campaign but Uber Eats still wanted to become #1 food-delivery brand in the country. So, we decided to show South Africans that no one gets them like we do by creating a wise, recognizable character: say hello to Gogo, South Africa’s most digital-savvy grandmother.
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Facebook Lighthouse Project 2020 (Digital Best Practice)
Best Performing UberEats Digital Campaign of 2020
47 KFC Chicken pieces consumed throughout the creative process
‘Nobody gets it like we do’ brought us closer to South Africans’ hearts - and stomachs - by featuring recognisable, family moments between a grandmother and her grandson, always around food.
The first phase of the campaign had Gogo urging you to eat, telling you how skinny you looked and showing all her cheekiness. Above are some examples.
As Gogo was convincing South Africans to eat, she got good at using the Uber Eats app. So she started schooling everyone on the wonders of ordering food through the app, with a little help from her friends and grandson.
We created native content for IG and FB, playing with the platform and always mobile-first. We used slang, jokes, and things only South Africans would get. The results would make any grandma proud: 17% increase in app downloads, 32% bump in consideration and twice as many (!) orders during the period of the campaign.
Role:
Associate Creative Director
Agency:
DEPT Agency