Drinkwise and Uber have joined forces to help people avoid peer pressure to stay out drinking with a campaign celebrating the fine art of ghosting
The Ghost with Uber campaign introduces a new ‘ghosting mode’ on the Uber app which enables ‘ghosters’ to send a custom message to friends to let them know they’ve vanished to take a safe ride home.
The campaign is based on the insight that people often feel compelled, against their better judgement, to keep drinking on a night out.
DrinkWise, the social change organisation dedicated to changing the Australian drinking culture, believes the campaign will help to reduce the pressure on people to binge drink by helping them to get home safely.
Simon Strahan, marketing director at DrinkWise, said, “‘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’.”
The ‘ghosting mode’ will be available on Friday and Saturday nights for the next six weeks.
The campaign, which was created by ClemengerBBDO Melbourne, includes out-of-home, social and digital activity, street posters, PR and influencer activity and promotion during the Hamish and Andy radio show on Fox FM. It will also be promoted via the Uber app.