#btsia Shortlist Focus: Uber Eats & McDonald’s
Brand: Uber Eats & McDonald’s
Agency: Pitch Marketing Group
Entry: Team for Pirlo
Category: International Campaign of the Year in association with YouGov Sport (SMG Insight)
Tell us about the campaign…
With Italy not at the FIFA World Cup for the first time in 60 years, recently-retired Andrea Pirlo was without a team to support, along with millions of fans around the world.
No Italy? No World Cup party for Pirlo. That was until Uber Eats and McDelivery came along.
#TeamForPirlo enlisted the help of World Cup legends from eight international target markets to pitch for Pirlo’s allegiance to their team, whilst enjoying a McDelivery via Uber Eats. It was a strategic, branded content campaign with editorial and social shareability at its heart, that delivered a strong sales message and ROI for Uber Eats on a global scale.
We launched the campaign on Andrea’s social channels and distributed it to international media prior to the start of the tournament, putting Uber Eats front and centre of consumers’ minds during a major usage moment. This fuelled an authentic debate amongst football fans and consumers around the world, who began competing for Pirlo’s support in response to the trending topic and customised twitmoji.
Subsequent to the launch video was the release of a series of branded content with international legends including Cafu, Marcel Desailly, Harry Kewell and Peter Crouch, all of whom were vying for Andrea Pirlo to back their team.
Why do you think you made the shortlist?
- Tone – our campaign hit the sweet spot of a unique shared sense of humour that brings football fans together around a global tournament
- Relevance – capitalising on the fact Italy were not at the World Cup for the first time in more than 60 years ensured the campaign was uniquely 2018
- Resonance – fans from 31 World Cup nations engaged with the campaign and took to social media to ask Andrea Pirlo for his support
What made this campaign fun to work on?
From the moment the idea was pitched, we all felt we were on to something special if we could get our tactics right – and convince Andrea Pirlo to play ball.
The thrill of kick and rush action. Within eight weeks, a small team of football lovers cooked up and delivered Uber Eats’ biggest international PR and digital campaign to date, with across-the-board approval from McDonald’s and FIFA, which delivered demonstrable business impact.
Who were the MVPs?
Lee Cheney – The trequartista. Director on all shoots and edits, responsible for extracting Oscar-worthy performances from a cast of former football pros.
Caspar Nixon – The Captain. Orchestrated the campaign across Ubereats and McDonalds stakeholders seamlessly across international markets
James Sutton – The Goalkeeper. Ensuring the McDonalds and Uber Eats brands were in safe hands
How do you plan to celebrate?
With an Uber Eats McDelivery of chicken nuggets and hash browns to cure our hangovers.
CREDITS…
Pitch Marketing Group
Adam Raincock, (Managing Partner), Chris Allen (Head of PR), Lee Cheney (Head of Production), Matt Hall (Account Director), Matt Fryer (Motion Graphics Editor), Alessandro Sansica (Senior Account Executive), Grace Meyrick (Account Executive)
Uber Eats
Caspar Nixon (Head of Comms EMEA), James Sutton (UK Marketing), Henry Harding (Head of Marketing)
McDonald’s
Debby Culbertson (Director, Global Brand Strategy)
The BT Sport Industry Awards are the largest commercial sport awards in the world and an unrivalled showcase for the best of the sector’s output. This year’s Awards will see the industry come together for its night of the year on Thursday, 25th April at Battersea Evolution.
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