Uber – Unlocking Cities

UBER - UNLOCKING CITIES

2017
Integrated Regional Campaign

There are many rideshare brands that offer the same product but no clear vision.

At Uber, our mission is to make transportation reliable and empower people to share resources to make their cities better.

'Unlocking Cities', the largest brand campaign for Uber in 2017, aims to communicate this message.

We started with data.

Working with an established research agency, we found out how car ownership has affected cities.

The information that came back not only showcased the current problem, and the projected effect, but also how rideshare could be the long-term solution to traffic in Asia.

We worked with Forsman & Bodenfors on the main film – a hilarious parody of what happens when there are too many cars/boxes on the road.

For the rest of the campaign, we took it in-house.

As the lead writer, I took charge of all copy touchpoints to ensure information was accurate and authentic to the brand's tone of voice. All together, a sizable list of assets were produced:

Billboards (static & digital)
Print ads
Banners
Microsite
Social infographics
Film trailers (also use for digital)
Instagram stories
Youtube Masthead
Social response gifs
Emails
Press Toolkit
Office collateral

Out-of-home

Print

Digital

Teaser trailers

PR

In-house collateral

This campaign went live in 8 cities:

Singapore
Kuala Lumpur
Jakarta
Manila
Ho Chi Minh
Hanoi
Hong Kong
Taipei

Results:

Unlocking cities garnered a lot of free press in industry publications and was the most talked-about campaign from Uber APAC. It successfully communicated the brand purpose clearly throughout the region. For the first time, public perception of the brand has significantly improved as evidenced by social media.

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