New Delhi: There will be a race to score runs among Uber users in the run-up to 2019 ICC Cricket World Cup, which kickstarts on 30 May in England. The global mobility company, which has partnered with the International Cricket Council (ICC) as the official sponsor, is allowing every user to score runs for every ride they take on the cab-hailing app and their food-ordering platform Uber Eats, which can be added to win prizes, including a trip to England for a World Cup match.
To further promote this initiative, Uber has mounted an integrated campaign ‘This World Cup, Every Fan Wins ’ featuring its brand ambassador and Indian cricket team captain Virat Kohli in a series of television ads. Made by advertising agency Ogilvy India, one of the spot called ‘Three Friends’ feature Kohli as a Punjabi Uber driver driving a bunch of old friends who are going to watch a cricket match from Mumbai to Pune. Kohli is seen assuring the friends as well as the viewers how taking Uber rides can help them win a chance to watch a World Cup match in England this year. The television campaign will be dubbed and promoted in seven regional languages.
Meanwhile, created by Uber’s in-house creative team Uber Eats digital ads feature young users enjoying food from Uber Eats while watching ICC matches. Uber has also created a global anthem Way-O, Way-O written by Sonal Dabral, chief creative officer, Ogilvy South East and South Asia.
The multi-country campaign, which is being laid out in eight countries, is being led by India, according to Manisha Lath Gupta, head of marketing, Uber India. “The objective of the campaign is to build demand for our products and services and to humanise the brand. The insight that we worked on fans comes in to celebrate the game of cricket during World Cup in huge numbers and our endeavour is to make sure they are not disappointed and get rewarded," she said.
Gupta also noted that Uber was about bringing people together and moving them forward and a sporting event like the World Cup involved bringing people together from different nationalities.
"That’s the kind of values that we would like to imbibe within the brand Uber as well. From Eats perspective, World Cup is a large consumption moment, which we want to leverage," she said.
Uber, which has become the sponsor with official broadcast partner Star India, will run the television ads featuring Kohli during the ICC matches. Meanwhile, Uber Eats will be promoted across social media platforms as well as Star’s video-streaming platform Hotstar. The company said it will leverage print, outdoor and radio platforms to further amplify the campaign.
Not just users, Uber said it was running the similar contest for its driver partners and food delivery agents. The contests will be conducted in two phases starting from 13 May till June end. Uber said it will fly down hundreds of driver and courier partners, as well as riders and eaters, to the Men’s Cricket World Cup.
“That's how we are bringing the delivery community together. In some ways we are bringing the backseat and front seat in the car together, building a bigger human connect," according to Gupta.
This is Uber’s second big association with cricket. Last year, it supported the first-ever standalone ICC Women’s T20 World Cup held in the West Indies. As a part of this partnership, it rolled out the #JerseyKnowsNoGender campaign in collaboration with sports personalities from different fields to encourage women’s participation in sports and also generate support for the T20 Championship.