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New city? Same Uber

Uber’s first regional occasion-based campaign to increase adoption and saliency across the Airports use case. Resulting in increased airport trips up to 200% in participating markets

 
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We sized the transit use-case as 40 million trip per month opportunity for Uber in Asia Pacific. We embarked on a 6 month project to understand the traveller profile across key markets in this region by studying current airport behaviour, seasonality and barriers to usage across 3,000+ users.

Based on these points, we developed strategies to target & connect with the right consumer segments and also optimise the media ROI.

 

Hero film showcasing the ease and simplicity of requesting an Uber amidst the chaos of a new airport. The film was adapted to 30-sec cuts for in-flight ads and 6-sec bumper ads to drive app installs.

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We learned 50% of travellers pre-booked their airport transport during the planning stage of their travel. Product education for Uber's Scheduled Rides feature (that allows riders to book a ride up to 30 days in advance) was key.

GSP Ads targeting users with travel related keywords in their email history, encouraging them to pre-book their airport ride with Uber

GSP Ads targeting users with travel related keywords in their email history, encouraging them to pre-book their airport ride with Uber

 

We introduced Airport messaging in our pool of evergreen Facebook and Display ads.

 
 
 

Airports Stock Photography Refresh for automated email communications to riders travelling to/from airports, incentivising them to choose Uber for multiple legs of their journey to a new city; as well as custom landing pages that support the multi-channel needs of the campaign.

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LED panel series welcoming riders to Hanoi Airport with educational messaging to address key barriers upon arrival at a new airport. Inventory was purchased at domestic terminals given the high volume of travel between Hanoi and HCMC, with creatives displayed in Vietnamese.

Establishing Uber at the Hanoi Airport

Establishing Uber at the Hanoi Airport

Way-finding instructions to dedicated pick-up gates

Way-finding instructions to dedicated pick-up gates

Fare estimates to popular drop-off areas

Fare estimates to popular drop-off areas

Estimated arrival time from time of request

Estimated arrival time from time of request

 

Contextual OOH advertisements at international arrival and departure terminals in Ho Chi Minh, Jakarta, and Kuala Lumpur airportCreatives designed in English to target international English-speaking travellers.

 

A key barrier to usage was uncertainty around pick-up points at new Airports. Product demo videos were designed to highlight dedicated pick-up zones at local and international terminals.

 

We introduced the campaign idea and aesthetic to our partnership with AirAsia. Executions included homepage advertisements, ticket jackets, in-flight announcements and branding in-flight magazines to keep Uber top-of-mind during different stages of travel (time of booking > departure > arrival).