Uber | Master Case Study
From inbox
to international.
Scroll to read
Uber | Master Case Study
From inbox
to international.
Scroll to read
Chapter One | Just an EDM
Good work gets noticed.
Back in 2024, Uber Australia had plenty of emails, but not enough Uber magic. We redesigned Uber Eats EDMs with stronger storytelling, sharper design and more craft, turning CRM into brand communication worth stopping for.
It worked.
Word travelled. Other Uber teams started asking us to help.
The EDM had done its job. It got Uber more from one of its most frequent customer touchpoints.
Chapter Two | Expansion
Bespoke EDMs
Chapter One | Just an EDM
Good work gets noticed.
Back in 2024, Uber Australia had plenty of emails, but not enough Uber magic. We redesigned Uber Eats EDMs with stronger storytelling, sharper design and more craft, turning CRM into brand communication worth stopping for.
It worked.
Word travelled. Other Uber teams started asking us to help.
The EDM had done its job. It got Uber more from one of its most frequent customer touchpoints.
Chapter Two | Expansion
Bespoke EDMs
Chapter One | Just an EDM
Good work gets noticed.
Back in 2024, Uber Australia had plenty of emails, but not enough Uber magic. We redesigned Uber Eats EDMs with stronger storytelling, sharper design and more craft, turning CRM into brand communication worth stopping for.
It worked.
Word travelled. Other Uber teams started asking us to help.
The EDM had done its job. It got Uber more from one of its most frequent customer touchpoints.
Chapter Two | Expansion
Bespoke EDMs
Chapter Two | Expansion
The briefs got bigger because the partnership did.
One team became several. One channel became many.
What started with Uber Eats CRM expanded across Uber, Uber Direct and Uber One. We grew from just CRM and in-app, to social, DOOH, OOH and physical experiences.
From emails to experiences, each brief became another opportunity to get more from the work.
Because not just the big stuff needs craft.
Chapter Two | Expansion
Highlight projects
Get Almost, Almost Anything
Get Almost, Almost Anything
We turned supplied promotional assets into richer EDM experiences,
building narrative, animation and custom creative around each campaign.
For the Cher launch, we also created the Australian press experience
and extended it across owned channels.
Yes / No
Yes / No
Uber x Kia Electric
Uber x Kia Electric
PAW Patrol
PAW Patrol
Uber Black x Australian Fashion Week
Uber Black x Australian Fashion Week
Chapter Two | Expansion
The briefs got bigger because the partnership did.
One team became several. One channel became many.
What started with Uber Eats CRM expanded across Uber, Uber Direct and Uber One. We grew from just CRM and in-app, to social, DOOH, OOH and physical experiences.
From emails to experiences, each brief became another opportunity to get more from the work.
Because not just the big stuff needs craft.
Chapter Two | Expansion
Highlight projects
Get Almost, Almost Anything
We turned supplied promotional assets into richer EDM experiences,
building narrative, animation and custom creative around each campaign.
For the Cher launch, we also created the Australian press experience
and extended it across owned channels.
Yes / No
Uber x Kia Electric
PAW Patrol
Uber Black x Australian Fashion Week
Chapter Two | Expansion
The briefs got bigger because the partnership did.
One team became several. One channel became many.
What started with Uber Eats CRM expanded across Uber, Uber Direct and Uber One. We grew from just CRM and in-app, to social, DOOH, OOH and physical experiences.
From emails to experiences, each brief became another opportunity to get more from the work.
Because not just the big stuff needs craft.
Chapter Two | Expansion
Highlight projects
Get Almost, Almost Anything
Get Almost, Almost Anything
We turned supplied promotional assets into richer EDM experiences,
building narrative, animation and custom creative around each campaign.
For the Cher launch, we also created the Australian press experience
and extended it across owned channels.
Yes / No
Yes / No
Uber x Kia Electric
Uber x Kia Electric
PAW Patrol
PAW Patrol
Uber Black x Australian Fashion Week
Uber Black x Australian Fashion Week
Chapter Two | Expansion
The briefs got bigger because the partnership did.
One team became several. One channel became many.
What started with Uber Eats CRM expanded across Uber, Uber Direct and Uber One. We grew from just CRM and in-app, to social, DOOH, OOH and physical experiences.
From emails to experiences, each brief became another opportunity to get more from the work.
Because not just the big stuff needs craft.
Chapter Two | Expansion
Highlight projects
Get Almost, Almost Anything
We turned supplied promotional assets into richer EDM experiences, building narrative, animation and custom creative around each campaign. For the Cher launch, we also created the Australian press experience and extended it across owned channels.
Yes / No
Uber x Kia Electric
PAW Patrol
Uber Black x Australian Fashion Week
Chapter Three | First stop: New Zealand
The partnership crossed borders.
The way we worked together in Australia had become something Uber could take to other markets: a shared rhythm, a shared understanding of the brand and the ability to move quickly without compromising craft.
Different briefs, same ambition: help Uber get more from its partnerships, channels and customer moments.
New Zealand proved the partnership could travel.
Uber 10-Year Anniversary
Ten years is a big deal. A logo alone wasn’t going to cut it. A bespoke anniversary identity stretched from the campaign into the Queenstown Soho Basin experience
2M
Active Uber One users reached
Uber 10-Year Anniversary
We created a seamless brand presence that resonated deeply with Uber One members, media, and guests delivering a premium anniversary experience that drove high-impact market visibility.
100%
Uptake within the 1st hour
Chapter Three | First stop: New Zealand
Highlight projects
Chapter Three | First stop: New Zealand
The partnership crossed borders.
The way we worked together in Australia had become something Uber could take to other markets: a shared rhythm, a shared understanding of the brand and the ability to move quickly without compromising craft.
Different briefs, same ambition: help Uber get more from its partnerships, channels and customer moments.
New Zealand proved the partnership could travel.
Uber 10-Year Anniversary
Ten years is a big deal. A logo alone wasn’t going to cut it. A bespoke anniversary identity stretched from the campaign into the Queenstown Soho Basin experience.
2M
Active Uber One users reached
Uber 10-Year Anniversary
We created a seamless brand presence that resonated deeply with Uber One members, media, and guests delivering a premium anniversary experience that drove high-impact market visibility.
100%
Uptake within the 1st hour
Chapter Three | First stop: New Zealand
Highlight projects
Chapter Three | First stop: New Zealand
The partnership crossed borders.
The way we worked together in Australia had become something Uber could take to other markets: a shared rhythm, a shared understanding of the brand and the ability to move quickly without compromising craft.
Different briefs, same ambition: help Uber get more from its partnerships, channels and customer moments.
New Zealand proved the partnership could travel.
Uber 10-Year Anniversary
Ten years is a big deal. A logo alone wasn’t going to cut it. A bespoke anniversary identity stretched from the campaign into the Queenstown Soho Basin experience.
2M
Active Uber One users reached
Uber 10-Year Anniversary
We created a seamless brand presence that resonated deeply with Uber One members, media, and guests delivering a premium anniversary experience that drove high-impact market visibility.
100%
Uptake within the 1st hour
Chapter Three | First stop: New Zealand
Highlight projects
Chapter Three | First stop: New Zealand
The partnership crossed borders.
The way we worked together in Australia had become something Uber could take to other markets: a shared rhythm, a shared understanding of the brand and the ability to move quickly without compromising craft.
Different briefs, same ambition: help Uber get more from its partnerships, channels and customer moments.
New Zealand proved the partnership could travel.
Uber 10-Year Anniversary
Ten years is a big deal. A logo alone wasn’t going to cut it. A bespoke anniversary identity stretched from the campaign into the Queenstown Soho Basin experience.
2M
Active Uber One users reached
Uber 10-Year Anniversary
We created a seamless brand presence that resonated deeply with Uber One members, media, and guests delivering a premium anniversary experience that drove high-impact market visibility.
100%
Uptake within the 1st hour
Chapter Three | First stop: New Zealand
Highlight projects
Chapter Four | Next stop: Japan
Scale doesn't have to mean sameness.
With New Zealand behind us, the partnership had evolved into a way of working that could travel while still leaving room to make the work genuinely local.
We weren't simply adapting Uber's global thinking for Japan.
We were helping it work harder in the market.
Japanese Nationwide Expansion
47 prefectures. One campaign. A lot of local flavour. Regional language, cultural expressions and landmarks brought a journey from Hokkaido to Okinawa to life, making Uber's nationwide expansion feel local in every corner of Japan.
¥0 Delivery Fees
We created a value-led creative system designed around how Japanese audiences process price and promotional information, making ¥0 delivery feel clear, compelling and culturally relevant.
92+
Assets developed
Chapter Four | Next stop: Japan
Highlight projects
Chapter Four | Next stop: Japan
Scale doesn't have to mean sameness.
With New Zealand behind us, the partnership had evolved into a way of working that could travel while still leaving room to make the work genuinely local.
We weren't simply adapting Uber's global thinking for Japan.
We were helping it work harder in the market.
Japanese Nationwide Expansion
47 prefectures. One campaign. A lot of local flavour. Regional language, cultural expressions and landmarks brought a journey from Hokkaido to Okinawa to life, making Uber's nationwide expansion feel local in every corner of Japan.
¥0 Delivery Fees
We created a value-led creative system designed around how Japanese audiences process price and promotional information, making ¥0 delivery feel clear, compelling and culturally relevant.
92+
Assets developed
Chapter Two | Expansion
Highlight projects
Chapter Four | Next stop: Japan
Scale doesn't have to mean sameness.
With New Zealand behind us, the partnership had evolved into a way of working that could travel while still leaving room to make the work genuinely local.
We weren't simply adapting Uber's global thinking for Japan.
We were helping it work harder in the market.
Japanese Nationwide Expansion
47 prefectures. One campaign. A lot of local flavour. Regional language, cultural expressions and landmarks brought a journey from Hokkaido to Okinawa to life, making Uber's nationwide expansion feel local in every corner of Japan.
¥0 Delivery Fees
We created a value-led creative system designed around how Japanese audiences process price and promotional information, making ¥0 delivery feel clear, compelling and culturally relevant.
92+
Assets developed
Chapter Two | Expansion
Highlight projects
Chapter Four | Next stop: Japan
Scale doesn't have to mean sameness.
With New Zealand behind us, the partnership had evolved into a way of working that could travel while still leaving room to make the work genuinely local.
We weren't simply adapting Uber's global thinking for Japan.
We were helping it work harder in the market.
Japanese Nationwide Expansion
47 prefectures. One campaign. A lot of local flavour. Regional language, cultural expressions and landmarks brought a journey from Hokkaido to Okinawa to life, making Uber's nationwide expansion feel local in every corner of Japan.
¥0 Delivery Fees
We created a value-led creative system designed around how Japanese audiences process price and promotional information, making ¥0 delivery feel clear, compelling and culturally relevant.
92+
Assets developed
Chapter Four | Next stop: Japan
Highlight projects
Chapter Five | And then there were more
Good work travels. Reputation travels further.
Australia led to New Zealand. New Zealand led to Japan.
Then the partnership kept expanding.
Different markets. Different audiences. Different challenges.
But the opportunity was always the same: help Uber show up in a way that was relevant to the people, place and moment.
What started with one brief became a partnership built to do more.
Chapter Five | And then there were more
Highlight projects
South Korea
We adapted Uber's global airport toolkit for a Korean audience, refining the imagery and creating messaging in five languages based on passenger nationalities at Incheon and Gimpo Airports.
8.3M+
Monthly reach
Taiwan
We supported Uber Eats' largest local value campaign, developing brand marketing that helped make affordability a bigger part of the campaign story.
Chapter Five | And then there were more
Good work travels. Reputation travels further.
Australia led to New Zealand. New Zealand led to Japan.
Then the partnership kept expanding.
Different markets. Different audiences. Different challenges.
But the opportunity was always the same: help Uber show up in a way that was relevant to the people, place and moment.
What started with one brief became a partnership built to do more.
Chapter Five | And then there were more
Highlight projects
South Korea
We adapted Uber's global airport toolkit for a Korean audience, refining the imagery and creating messaging in five languages based on passenger nationalities at Incheon and Gimpo Airports.
8.3M+
Monthly reach
Taiwan
We supported Uber Eats' largest local value campaign, developing brand marketing that helped make affordability a bigger part of the campaign story.
Chapter Five | And then there were more
Good work travels. Reputation travels further.
Australia led to New Zealand. New Zealand led to Japan.
Then the partnership kept expanding.
Different markets. Different audiences. Different challenges.
But the opportunity was always the same: help Uber show up in a way that was relevant to the people, place and moment.
What started with one brief became a partnership built to do more.
Chapter Five | And then there were more
Highlight projects
South Korea
We adapted Uber's global airport toolkit for a Korean audience, refining the imagery and creating messaging in five languages based on passenger nationalities at Incheon and Gimpo Airports.
8.3M+
Monthly reach
Taiwan
We supported Uber Eats' largest local value campaign, developing brand marketing that helped make affordability a bigger part of the campaign story.
Chapter Five | And then there were more
Good work travels. Reputation travels further.
Australia led to New Zealand. New Zealand led to Japan.
Then the partnership kept expanding.
Different markets. Different audiences. Different challenges.
But the opportunity was always the same: help Uber show up in a way that was relevant to the people, place and moment.
What started with one brief became a partnership built to do more.
Chapter Five | And then there were more
Highlight projects
South Korea
We adapted Uber's global airport toolkit for a Korean audience, refining the imagery and creating messaging in five languages based on passenger nationalities at Incheon and Gimpo Airports.
8.3M+
Monthly reach
Taiwan
We supported Uber Eats' largest local value campaign, developing brand marketing that helped make affordability a bigger part of the campaign story.
Uber x Rik&Ralph
One email became more work. More work became bigger briefs. Bigger briefs became more markets.
Underneath it all was partnership: understanding the brand, moving at Uber's pace and bringing the right level of craft to every brief.
From global campaigns and localised messages to EDMs and physical experiences, we kept finding more ways to connect, create and make the work work harder.
And the best is yet to come.
Turns out, good work travels pretty well.
Uber x Rik&Ralph
One email became more work. More work became bigger briefs. Bigger briefs became more markets.
Underneath it all was partnership: understanding the brand, moving at Uber's pace and bringing the right level of craft to every brief.
From global campaigns and localised messages to EDMs and physical experiences, we kept finding more ways to connect, create and make the work work harder.
And the best is yet to come.
Turns out, good work travels pretty well.