Victorian Taxi Association shows claws to Uber with wildlife rescue donation

Association lashes out at the UberKittens promotion this week with its own donation to Wildlife Victoria

The Victorian Taxi Association (VTA) has pounced on Uber’s ‘UberKittens’ promotion earlier this week with its own donation – this time, to Wildlife Victoria.

The association announced it had made a contribution today to Wildlife Victoria in support of their efforts to rescue and assist injured, orphaned or distressed native animals.

In its initial statement, the VTA said the donation was a direct response to the ‘UberKittens’ promotion, which it labelled the “latest in a string of glib marketing campaigns from a company more interested in finding ways to promote their own brand than providing a safe and legal transport service”.

The group had initially said the donation was aimed at helping Wildlife Victoria control "feral" wildlife. This has since been amended and clarified as a donation to assisting Wildlife Victoria's emergency response services in helping injured, orphaned, sick and distressed native animals.

The VTA criticised the timing of Uber’s feline stunt, pointing to hearings for 11 UberX drivers in the Melbourne Magistrate’s Court yesterday following prosecution by the Taxi Services Commission. The hearing has since been delayed.

“Uber’s efforts should focus more on preventing alleged incidents like those that happened on New Year’s Day and complying with Victorian law,” the association stated.

“Our contribution to Wildlife Victoria will support efforts to combat the impact of introduced species on the Australian landscape.”

The VTA also pointed people to a petition on Change.org against Uber using rescue animals for a PR stunt: https://www.change.org/p/uber-please-end-using-rescue-animals-for-a-pr-stunt-cute-for-us-but-terrifying-for-these-babies. At time of press, more than 900 people had signed the petition online.

For the Uber Kitten promotion yesterday, the shared car services company has partnered with animals shelters across six Australian cities to bring kittens to its customers while they’re in the office for a 15-minute cuddle.

The initiative was aimed at encouraging Australians to put their disposable income into caring for neglected animals and asked consumers to donate $40 for the privilege.

While it was successful when it first debuted in the US last year, the Australian promotion has provoked some concerns for the welfare of these furry friends.

The rather controversial PR stunt also comes after Uber was forced to recognise a number of high-profile issues with its service, such as a surge in pricing during the Sydney Siege, and allegations of rape against one of its drivers in Sydney on New Year's Day.

Director of CP communications and author of From Unknown to Expert, Catriona Pollard, said the one thing Uber’s kittens stunt did successfully was grab attention.

“It used two things almost everyone loves - baby animals and cute cat photos - and combined them with the virility of social media. On the surface, the adorable factor was through the roof. It was also clever in highlighting Uber’s offering,” she commented.

“But we stop there. With any public stunt of this nature, careful thought needs to be put into considering the potential negative fallout.”

In this case, Uber and/or its agency partner didn’t cater for animal lover backlash or subsequent petition, Pollard said.

The VTA’s response to the Uber stunt, meanwhile, is unnecessary, reactionary and also potentially risky, Pollard said.

“There’s no authenticity there,” she claimed. “When a brand goes head-to-head with its competitors in a marketing sense, it’s very risky and very rarely results in a positive outcome. This is a perfect example of that.

“VTA needs to stick to its own strategy, its own messages, rather than get lured into public mud-slinging matches with rivals. This is not the road to social media or business success.”

Editor's note: This article has been amended following clarification from Wildlife Victoria that its efforts are around rescuing distressed native animals, not feral cats, as previously stated.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

yes AI should be a course so many People Use AI https://g-techsolutions.com...

M Abdullah Khan

Is AI on course to take over human creativity? - Modern creative - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the top retail technology.

Pooja Gupta

Donut King takes in-store marketing to the next digital level

Read more

this is very benefit for us we can through all the thing in this and its very benefit for city personhttps://g-techsolutions.com...

M Abdullah Khan

What does the Oculus Rift launch mean for marketers?

Read more

as we all known AI is very spread and alot of companies used ai and we take alot of work from AI https://g-techsolutions.com...

M Abdullah Khan

Making sense artificial intelligence - Food for thought - CMO Australia

Read more

virtual marketing have as much benefits as also disadvantageshttps://g-techsolutions.com...

M Abdullah Khan

The ethical debate facing marketers around virtual reality - Data-driven marketing - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in