Ad Nut
May 29, 2019

ScUber diving Down Under

Queensland tourism campaign by Publicis and Herd MSL partners with Uber to book ride sharing under the sea along the Great Barrier Reef.

Dream of one day taking a submarine ride? So do a lot of people (and certain woodland creatures). If only Jules Verne knew it could be this easy, at least in theory.

In a new campaign for Tourism and Events Queensland, Publicis Worldwide, in collaboration with Herd MSL, partnered with Uber to make most people's dream a reality for some.

Hence, their newly christened 'ScUber' campaign, billed as "the world's first rideshare submarine." The underwater craft will take ride-sharers to depths of up to 30m along the Great Barrier Reef with 180-degree views of the surroundings.

Starting this week until June 18, Uber users in selected Queensland cities (Gladstone, Cairns, Palm Cove or Port Douglas) will be able to try to book an underwater ride through the app.

Good luck, says Ad Nut, who can just imagine the app endlessly pinging out like a submarine sonar trying to hail the next available submariner passing through the area.

Naturally, "numbers are strictly limited, so availability cannot be guaranteed." All told, only 20 rides for 40 lucky riders will be available.

With high demand expected, it seems surge pricing is in effect. Each one-hour ride for two people will cost $3,000, but that includes car pickup and a helicopter ride out to nearby islands or reefs. Meanwhile, Uber will be donating the equivalent value of every ride taken to Citizens of the Great Barrier Reef for its protection.

The campaign, meant to drum up tourist FOMO, is being launched globally, which will include consumer competitions. Uber users in Australia, New Zealand, the US, Canada, the UK and France will be able to enter contests, with a winner from each market picked to travel to Queensland to travel down under Down Under.

“Recent research showed us that submarine travel was at the top of travellers’ wishlists as a future experience on the reef," said Tourism & Events Queensland CEO Leanne Coddington, in a release. "ScUber brings that wish to life.”

“The world’s greatest wonder deserves a world-class idea; and this partnership between Tourism and Events Queensland and Uber is the perfect vehicle to proudly show off Australia’s best natural asset,” added Publicis Worldwide executive creative director Ryan Petie.

Ad Nut agrees the concept is a great idea and likes the idea of partnering with a transport brand to make what is usually inaccessible potentially easily accessible for all, drumming up interest, excitement and, one hopes, a sense of stewardship for endangered environmental wonders.

No word yet on whether UberEats will be providing fresh seafood delivery by submarine as part of the offer.


Client: Tourism Events Queensland
Partner: Uber Australia
Agency: Publicis Brisbane - Herd MSL - Big Planet Media - Cutting Edge

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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