Download the app, order your favourite food, and enjoy – that’s the Uber Eats promise. To elevate brand image and powerfully activate its target audience, the delivery service integrated audio into its media mix, alongside addressable TV, social media, and billboard ads. The results, measured through a Brand Lift analysis, highlighted the success of the audio campaign, with the likelihood of app usage increasing by 76%.
Objective
The campaign’s objective was to raise awareness of Uber Eats in the Berlin metropolitan area and encourage users to order their favourite meals. A vibrant, music-filled spot was created to achieve this. The Brand Lift analysis confirmed the campaign’s impact, showing a significant boost in brand emotion, increased mental availability of the service, and a higher likelihood of app installation and use among listeners.
Powerful activation through audio for Uber Eats
Audio proved to be a strong activation tool. 44% of respondents who recognised the audio spot indicated they were likely to install the Uber Eats app – a 69% increase compared to those who didn’t recall any campaign elements. Among the group that remembered all of the campaign’s media, the likelihood of app installation was 108% higher than among those with no recall. When asked about the likelihood of ordering food via Uber Eats, respondents who remembered the audio spot were 76% more likely to place an order than those without campaign recall.
Positive brand building and increased mental availability through audio
Uber Eats consistently met consumer expectations across all Category Entry Points. Respondents who recalled the audio campaign rated Uber Eats more positively than those without campaign recognition. Additionally, the audio spot, especially when integrated with the broader media mix, significantly improved key metrics of mental availability, including mental reach, association spectrum, and mental market share.
Significant boost in brand emotion through audio
The audio campaign also delivered a positive emotional impact on Uber Eats’ brand perception, particularly among those already familiar with the brand. Respondents who remembered the audio spot rated their enthusiasm for the brand higher (closer to 1 on a scale), achieving a score of 1.9, compared to 2.7 for those with no recall. When respondents remembered all media elements, the brand emotion score improved slightly to 1.8 compared to the group recalling only the audio.
Test design
The success of the campaign was demonstrated through a CAWI survey and Brand Lift research method conducted by Bilendi and IfaD. Between 27 March and 3 April 2024, 1,704 people aged 18-44 from the Berlin metropolitan area were surveyed. The study considered multiple media from the integrated campaign, including addressable TV, social media, FM radio, and digital out-of-home (D)OoH advertising.
This study was originally published on RMS website here