DrinkWise teams with Uber to celebrate ghosting in a new campaign

DrinkWise has teamed with Uber for a new campaign

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.

Danielle Long

Danielle Long is APAC Correspondent for The Drum with a remit to cover news from China, Australia and New Zealand. Danielle has 15 years experience as a marketing journalist and has worked on publications in the UK and Australia. She has interviewed some of the world’s leading marketing, advertising and creative brains and has written about almost every standout brand and marketing campaign from the last 15 years.

All by Danielle