Melbourne Cup might be the race that stops the nation, but without question, Uber is the brand that Moves the Nation. And what a Melbourne Cup it was! We were beyond thrilled when our friends at Uber tasked us with designing and producing a concept and experience for their three pick up and drop off zones at Flemington. After winning a three-year partnership as the official rideshare partner of Victoria Racing Club, Uber’s brief was to move approximately 70,000 riders in and out of the Flemington precinct, while keeping the fun and energy from inside the track alive. Our concept, UberMoves the Nation, disrupted the queueing process with a series of surprise and delight moments themed around movement, while leveraging existing Uber partnerships including Drinkwise, Microflite and Schweppes.
In a newly crowded category, Uber decided to do what its competitors couldn’t and bring back the love for the brand that delivered puppies, ice creams and humans all over Australia. Despite some biblically bad weather and a tight turnaround, the Uber and Yakusan teams had a ball working alongside one another to produce a brilliant brand experience. With live music, DJs, mixology bars, pamper stations and mysterious gifting walls to name but a few, we brought the frivolity and magic to the very start and very end of a day at the races, all the while providing a solution to a very real transport challenge. Uber Moves the Nation was an operational and experiential success, and laid a great foundation for the next two years of the Uber x VRC partnership.
