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.
In the past, many admirable
'ghosting' attempts - the 'fine art' of sneaking out of pub, club or
party unnoticed - were ruined by a lack of available transport on exit.
The new ghosting mode on the Uber app, running on Friday and Saturday
nights for the next six weeks, allows 'ghosters' to send a custom
message to friends letting them know they've slid right by them to 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.
Simon Strahan, marketing director at DrinkWise: "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
"'Ghosting', 'smoke-bombing' and 'phantoming' are all part of modern
vernacular - a lot of people are self-claimed experts at it. The
advantage of Ghost with Uber is that it allows you to message friends
after leaving, complete with Uber map view of you being driven away -
the ultimate 'ghost'."
Says Henry Greenacre, head of cities at
Uber Australia and New Zealand: "After working together on impactful
campaigns in 2016, Uber is proud to once again partner with DrinkWise to
help Australians make smarter decisions when drinking. We know peer
pressure has a real influence on drinking behaviour, and the Ghost with
Uber campaign aims to highlight this and some easy ways to avoid it."
Nick Garrett, CEO, Clemenger BBDO Melbourne: "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."
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, in addition to the Uber app on Friday 3 November, for
You can find more information about the Ghost with Uber campaign at www.howtodrinkproperly.com.au