Uber Carshare has tapped race car driver Valtteri Bottas for the second edition of its ‘Australia’s Second Car’ campaign, created in partnership with indie creative and PR shop, Poem.

The Formula 1 driver, campaign features a fully customised classic Ute that has been revamped with features designed to make it the perfect second car for an Australian road trip, including a meat pie warmer, a bike rack, fishing rod holder, freshwater shower, and in-built sunscreen and bug repellent dispensers.

“We know Australians love to get away during their Easter holidays but their everyday car may not fit the bill. This campaign is another major step in our journey to drive awareness of Uber Carshare. Our agency village of Poem, Hello Social and EssenceMediaCom have come together to deliver something truly impactful,” said Director of Marketing for Uber APAC, Andy Morley.

Other cars on the Uber Carshare platform have been given the ‘VB road-trip worthy seal of approval’ and will be stocked with a VB road trip kit.

“Uber Carshare is a relatively new and disruptive product to the traditional rental car category. The challenge has been to create an idea that’s simple, human and culturally relevant. Together, I believe we’ve been able to create something really special that explains what Uber Carshare is whilst carving it a place within Aussie culture,” said Founder of Poem, Rob Lowe.

The campaign is supported by a targeted influencer campaign developed by Hello Social, and social content will be supported by media spend via EssenceMediaCom.

Uber Carshare is a peer-to-peer platform that matches people who need a vehicle with cars, vans, and utes available for rent in their neighbourhood. The campaign is under embargo until 12pm 20/03/24.