Whatever Taipei and Special Group rolled out a ‘dirty’ campaign for Uber One, a subscription-based membership program across Uber and Uber Eats, to promote the great savings it offers in a culturally relevant and playful way.
In Taiwan, people often use the local term “I have to eat dirt” to describe financial constraints self-deprecatingly — especially when it comes to the end of the month; people usually run out of money before payday. We want to visualize this light-hearted saying to convince the Taiwanese that they can save a lot and never have to eat dirt again with Uber One.
In the short films, we portrayed a series of humorous scenarios where people are on the verge of eating dirt cascading from the refrigerator, microwave oven, rice cooker, cupboard, and even cereal box. In each scenario, members unlock a whole host of savings, including $0 delivery, 5% off rides, etc. As for OOH, we juxtaposed fancy food and food-shaped dirt to show the advantage of Uber One.
In addition, we collaborated with Jianguo Holiday Flower Market, the largest flower market in Taipei, for a special activation. We inserted many “Don’t Eat Dirt” signs into the potted plants filled with soil, and put many “Don’t Eat Dirt” stickers on the package of gardening soil. The gardening enthusiasts who came to buy flowers and plants were delighted by our idea. Moreover, they could scan the promo codes on these signs or stickers to access exclusive perks.
As a result, the “Never Eat Dirt Again” campaign successfully grew Uber One members exponentially. We are able to infuse the power of a cultural phrase into our idea and establish the value of Uber One.
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