Ask Sam 

When Uber launched, it was known but not trusted. People had questions about how it worked, its reliability and affordability. So we gave them someone to answer these questions. Someone they knew. Their mate Sam. Statistics showed ‘Sam’ in all its variations was the most common name in the country. By giving all Sams free Uber rides for whole a week, they could then answer people’s Uber questions. The integrated campaign highlights included filling an entire street with real Sams to launch the offer online and changing the name of the Sunday Telegraph to the Samday Telegraph in print and online for a day – the first time the masthead had been changed in News Corp history. Sambassadors became the brands most successful social and earned campaign across ANZ. 

Film Directed by Jack Naylor
Animation by Buck

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2018 – Axis Integrated Campaign Lead by Promo & Activation Bronze
2018 – Axis PR Bronze