Australia and New Zealand’s premier fashion and lifestyle platform, THE ICONIC, has joined forces with Uber and its membership program Uber One to celebrate Member Days with an exclusive collaboration. This partnership debuts the innovative ‘DeliveRobe’ at Australian Fashion Week (AFW), marking a unique blend of fashion and convenience.
Running from May 16 to 23, Uber One Member Days offers members unbeatable deals, exclusive collaborations, and special offers across Uber and Uber Eats to reward their most loyal customers. The highlight of this celebration—the limited-edition, custom-designed DeliveRobe—was unveiled on May 15 at Carriageworks during AFW. This stylish garment allows fashion-savvy Australians to keep their outfits immaculate while enjoying Uber’s seamless services, giving Uber One members privileged access to runway-inspired fashion.
Created in collaboration with Dentsu Creative and Dentsu Creative Public Relations, the DeliveRobe is a perfect fusion of style and practicality. It caters to individuals navigating busy days—whether attending AFW events, acing job interviews, or heading out to evening engagements—by protecting outfits from spills and wrinkles during Uber Eats deliveries.
To commemorate the launch, 210 exclusive robes will be available for Uber One members starting May 16. Members will have the opportunity to win one of these coveted pieces, reinforcing the brands’ commitment to delivering exceptional, memorable experiences.
Joanna Robinson, Chief Marketing Officer at THE ICONIC, stated: “We constantly seek innovative ways to surprise and delight our customers, making every interaction meaningful. Partnering with Uber One at AFW is a natural synergy, allowing us to deliver a fresh, engaging experience. The DeliveRobe cleverly addresses the lifestyle of busy, fashion-conscious Australians and exemplifies THE ICONIC’s dedication to keeping our customers looking their best.”
Amber Brown, Strategic Partnerships at Uber, added: “Uber One Member Days celebrate our most loyal members with exclusive perks and unforgettable moments. Collaborating with THE ICONIC brings a stylish twist to the festivities, helping us surprise and delight members across Uber and Uber Eats.”
For Uber One members who miss out on the DeliveRobe, a 15% discount at THE ICONIC during Member Days remains available.
Zac Pritchard, Group Creative Director at Dentsu Creative, commented: “Our partnership with THE ICONIC continues to deliver exciting work. The DeliveRobe is a playful solution that protects your ICONIC wardrobe from Uber Eats deliveries. We believe it will inspire many to join Uber One and sustain the brand’s positive momentum.”
This campaign builds on THE ICONIC’s ‘Got You Looking’ Masterbrand initiative launched in February 2024 and continues the company’s tradition of innovative, customer-focused activations.
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