Love disappearing on a night out? You're not the only one - Uber and DrinkWise are now encouraging you to smoke bomb.
DrinkWise and Clemenger BBDO Melbourne have launched 'Ghost with Uber', a new campaign in partnership with Uber which aims to help people avoid the peer pressure to keep drinking when all they want to do is call it a night.
The campaign acknowledges that many ghosting atempts - the fine art of sneaking out of pub, club or party unnoticed - are ruined by the lack of transport.
As part of the activation, Uber has launched a new ghosting mode on the Uber app, running on Friday and Saturday nights for the next six weeks, that allows ‘ghosters’ to send a custom message to friends letting them know they are in a safe ride home.
Ghost with Uber is based on the insight that people often feel compelled, against their better judgement, to keep drinking and this practical approach from DrinkWise helps discourage bingeing, allowing people to get home safely from a night out.
DrinkWise marketing director Simon Strahan says: “You should always look out for your friends, but if they’re urging you to keep drinking when you’ve had enough, it’s time to ghost. Our partnership with Uber is about reducing the pressure to drink to excess and providing a safe exit.”
The campaign will launch with out-of-home, social and digital activity, street posters, PR and influencer activity and via radio duo, Hamish and Andy on their Fox FM drive show.
Clemenger BBDO Melbourne CEO Nick Garrett adds: “It’s fantastic to be able to partner with both DrinkWise and Uber in a bid to break down social barriers and influence behavioural change through a fun and engaging campaign that carries an important message.”
