Uber Eats were sponsors of the All Blacks. But they didn’t sponsor the Rugby World Cup the All Blacks were playing in. And due to World Cup rules, Uber Eats were forbidden from saying anything about … anything.

Although this seemingly makes communication with supporters impossible, Uber Eats still wanted to connect with the rugby fans that would be glued to their screens for every minute of the tournament.

We had to figure out a way to speak to this audience without speaking at all.

So we invented a new game for all rugby lovers to play. A new football code if you will, called, Cliché Codes.

To get around the World Cup sponsorship gag order, we didn’t say a word. We let the players do the speaking for us.

You see, rugby players often talk in clichés, so, we turned their cliché phrases into Uber Eats discount codes. In post-match interviews that take place in front of a sponsorship step-and-repeat banner backdrops, we made sure everyone’s attention was on the player.

Because whenever a common cliché was mentioned, we would convert it into a time-sensitive discount code in real time. Cliché-redacted clues were then dropped on social and in digital OOH.

Those who were quickly able to decode the clues could claim their discount on their next order.

Cliché Codes were cracked 84,510 times. With the campaign reaching over 2.3 million. Not bad for a campaign you couldn’t talk about.

‍