Whatever Taipei and Special Group planned and produced “Never Eat Dirt Again,” a membership program spanning Uber and Uber Eats for Uber One. In Taiwan, people often use the local phrase “我要吃土了！” (“I’m going to have to eat dirt!”) as a self-deprecating way to describe running out of money before payday. In the “Never Eat Dirt Again” campaign, this expression was brought to life visually, humorously showing that by using Uber One and saving money, there would be no need to “eat dirt” anymore. In the short film, dirt spills out of refrigerators, microwave ovens, rice cookers, kitchen cabinets, and cereal boxes, portraying a humorous scenario in which someone is just one step away from “eating dirt,” while also expressing how Uber One helps users save money through benefits such as free delivery and 5% off rides. The campaign also used out-of-home (OOH) ads that compared dishes made with dirt to popular food items, highlighting the advantages of Uber One through the contrast between the two. In addition, a special collaboration was realized with Jianguo Holiday Flower Market, the largest flower market in Taipei. “Don’t eat dirt” signs were placed in the venue’s flower pots, and similar stickers were attached to bags of gardening soil, earning great praise from gardening enthusiasts. Visitors could also scan the promotional codes printed on the signs and stickers to receive special offers. Following the “Never Eat Dirt Again” campaign, Uber One membership grew dramatically. The campaign successfully established Uber One as a highly cost-effective service.

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