Uber Eats Taiwan and the Tonight, I’ll be Eating(TIBE) campaign has reached a global success since its first launch in Australia in 2017. The campaign usually pairs together two A-class celebrities in a surreal setting, with the witty dialogues carving out a fun personality of the brand. Uber Eats Taiwan and the TIBE campaign has been considered Uber Eats Asia-Pacific most successful campaign and has created huge buzz domestically.

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Chuang’s production house was responsible for the BTS of the campaign. The BTS of the TIBE campaign was considered an important social advertising element, the interaction between the duo had put the superstar in a new light, and added a big fun bonus to the audiences. The BTS had made a remarkable CTR record, and the campaign soon became one of the most widely-known commercials in Taiwan. With the unconventional storyline aligned with the brand’s well-established personality, the BTS and other recognisable cues such as the doorbell sound and the slogan/ taglines helped further solidify its public image, allowing audiences to recall the brand immediately.