Food delivery services are often criticized for being impersonal or limited in accessibility. In France, Uber Eats wanted to reframe delivery as a symbol of inclusion. Partnering with Saatchi & Saatchi France, they launched “Omnilivery” in 2024, an innovation that transformed scooters into wheelchair-adapted vehicles.
This wasn’t just about delivering food—it was about delivering mobility, dignity, and independence.
Campaign Overview
-
Innovation: Scooters were redesigned to accommodate wheelchairs, allowing disabled individuals to use them as mobility aids.
-
Messaging: Framed as “delivery beyond food”—Uber Eats delivers freedom and accessibility.
-
Channels: Online films, PR coverage, and experiential activations showcased the adapted scooters.
-
Tone: Purpose-driven, empathetic, and disruptive.
Campaign Objective
-
Promote inclusivity by making delivery vehicles accessible to wheelchair users.
-
Reinforce Uber Eats’ brand purpose beyond convenience, showing commitment to social good.
-
Generate cultural conversation around accessibility in urban mobility.
-
Position Uber Eats as a progressive, human-centered brand.
Execution
-
Design Collaboration: Engineers worked with accessibility experts to adapt scooters safely for wheelchair use.
-
Hero Film: A 2-minute campaign video showed the scooter in action, emphasizing empowerment.
-
Digital Rollout: Shared across social media and Uber Eats’ owned channels, sparking conversation.
-
PR Push: Advertising and mainstream outlets covered the innovation, praising Uber Eats for tackling accessibility.
-
Experiential Demonstrations: Public events allowed people to see and test the adapted scooters, reinforcing credibility.
Brand Impact
-
Purpose Reinforcement: Elevated Uber Eats from a delivery app to a brand that delivers inclusion.
-
Cultural Resonance: Sparked debate about accessibility in urban transport.
-
Earned Media Buzz: Widely covered in advertising press, praised for creativity and social impact.
-
Awards & Recognition: Won Silver at the Gerety Awards 2025 in the “Work for Good” category.
-
Long-term Positioning: Cemented Uber Eats as a socially responsible innovator.
Results
Omnilivery resulted with 8.2M impressions, a +700% spike in website traffic, and +450% growth in omni-channel sales—all achieved with £0 media investment, showcasing the power of smart integration and earned-first creativity.
Lessons Learned
-
Innovation can extend brand purpose. Delivery isn’t just about food—it can deliver inclusion.
-
Accessibility resonates. Tackling real-world barriers builds credibility and emotional connection.
-
Purpose-led campaigns win awards and loyalty.
