• Clayton Smith

Uber Gets Local

Every marketer knows, the more aligned your content is with your target market, the better.


This is easy when the company is a single gym with a 10km target area that specialises in sports injury rehab. Those ads write themselves.


When you’re a global company with 2 million drivers providing 15 million rides per day (best estimates by ridestar), aligning advertising content to individual locations becomes a little more … well… impressive.


Especially when that city is ye olde Perth.


Uber managed to do just that with their “Tonight, I’ll Be Eating” campaign from earlier this year.


Here’s a few to give you the gist;


1. Nic Natanui


2. Naomi Watts

3. Sophie Monk


There’s a different version of the same ad (same star, different city and restaurant mentioned) for Perth, Melbourne, Sydney and Brisbane as well a non-location specific version. You can see all seperate city focused versions here.


Up there for thinking

I like these ads. Simple, clear, quick and humourous.


I especially like that they took the time to do a different version of each ad for each main city.


I know that tweaking one sentence of dialogue in a 15 second ad isn’t that impressive, but consider the last time you saw an ad for a multinational behemoth specifically for Perth… I’ll wait.


Star Power + tongue twister food order from local restaurant = tasty ads.


Nice work work Uber. I need to order some lunch.