Uber Eats x Gelato Messina
Aussies love Gelato Messina for their indulgent gelato. But they’re unaware of all the natural ingredients and craft that goes into every scoop. So, to launch Gelato Messina exclusively on Uber Eats, we employed Messina’s exclusive gelato makers: the cows that roam freely on their farm.
Using Instagram Live, we streamed the cows in all their natural glory. Sporting ethically-made jackets, the cows had Messina codes that viewers had to quickly spot and redeem on the Uber Eats app. With over $350K worth of prizes up for grabs, viewers were quick to spy the Cow Codes and indulge on their couches at home.
For the first time in Australia, we used the Instagram Reminder tool to encourage people to subscribe to the Cow Codes Instagram Live so they could be notified just before it commenced. Working with Instagram as the first brand in Australia to use this function in a campaign.
Redeemable Instagram stories, playable outdoor, and UGC, encouraged viewers to join in and spot some good ‘ol fashioned codes.
Modern nostalgia fuels the visual identity, reflecting the craft and tradition of Messina’s gelato making process. Complete with stamps inspired by old milk bottle stickers, grain filled stills guided by 80s nature catalogues, and a palette taken straight from the gelato itself, the campaign acts as a homage to the good old days.
The cows made quite the impression: +216% followers gained, media coverage by Daily Mail, Pedestrian TV, Broadsheet and more. 12k Cow Codes spotted on the Instagram Live in 14 minutes.
