Uber’s Australian Open Play: Free Rides, Sold-Out Ads, and Real Results

Uber’s latest Australian Open campaign wasn’t just about star power and flashy activations — it delivered tangible results.

Nearly 10,000 emissions-free rides, a sold-out ad inventory, and 350,000 in-app interactions prove, according to Uber, that integrating convenience, sustainability, and contextual relevance can drive real consumer engagement.

Uber Australia has a longstanding tradition of opening the year’s marketing efforts with a talent-packed campaign. This year, it created a series of stunts featuring former British Tennis player Andy Murray, alongside creative agency Special, part part of its ‘Get Almost, Almost Anything’ platform.

Throughout the campaign – through broadcast ads, media hijacks, and social media – an in-app prompt allowed Aussies to enter a competition to “order” the tennis star.

The campaign generated more than 350,000 unique visits to the app in 12 days, with orders for Andy being placed in users’ carts before the captured Andy was ‘delivered’ to one Uber Eats customer.

Head of marketing ANZ for Uber, Nicole Bardsley, said she loved the extension of traditional television spots with integrated executions.

“The result was a truly memorable scene of Andy being ‘chased’ through Melbourne that got people talking and wondering how we did it,” Nicole said.

 

Special creative director James Sexton added, "By showing that Uber Eats can chase, catch and deliver a retired Scottish tennis legend, it’ll open people’s minds to all the things you might be able to get delivered.” 

In January, Kia and Uber Australia announced they would offer free rides between the Melbourne CBD and the tennis precinct in Melbourne Park, with a 50-strong fleet of Kia electric vehicles.

Available exclusively to Uber One members, the two-week activation saw nearly 10,000 EV trips transport more than 19,000 people, which Uber said resulted in more than 35,000 emissions-free kilometres travelled. 

Marketing GM for Kia Australia, Dean Norbiato, said, “Our partnership with Uber, in our eyes, has been a true 'win, win, win' for both brands – and in particular riders – truly benefiting from the unique approach to consumer engagement, while also haloing our shared commitment to electrification. Having the customer at the core of the idea ensured its success.”

Uber also allowed Aussie businesses to advertise directly to sporting fans in the Uber app with Uber Advertising, offering local and global brands the opportunity to reach consumers through the Uber platform.

These ad services, Uber said, enabled brands to “own this unique cultural moment” and extend activations and strategy to audiences travelling to and from the precinct.

Brands created ads with tailored messages aligning with onsite activations and contextual sporting relevancy. 

Head of advertising sales at Uber ANZ, Michael Levine, said brands must think through every step of the consumer journey when considering how they show up to major cultural events.

“Whether that’s during a ride to the precinct or ordering a meal on their way home, Uber Advertising is the perfect opportunity to target customers with messaging that’s a natural bridge from their experience at an event to your brand’s value proposition,” he said.