Lifestyle in the Middle East & North Africa
In the Middle Eats & North Africa region, Uber Eats had relatively high awareness but lacked mindshare.
Food delivery was not top of mind, even if penetration was high. When it was, consumers didn’t understand why they should choose Uber Eats over other services, how it worked, or how to relate to the the brand.
The primary goal of this creative was to establish the Uber Eats brand as locally relevant for the MENA region. The secondary goal was to show existing and potential eaters how Uber Eats can play a role in their daily life and help them with the struggles of everyday eating.
In partnership with Dubai based production company AIM, we shot both motion and photo content over a 3 day period, each set built practically.
The final creative drove consideration (and eventually trial) for Uber Eats as a daily option.
Role: Producer
Type: Still, Motion
Channels: Web, Blog, Social, Performance, CRM, OOH
Photographer: Hywell Walters
Production: AIM Productions
Territory: Middle East & North Africa
Shoot Location: Dubai