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Uber and Me

Pilot social and content series

 

Problem

Asia is incredibly competitive in the ride-sharing space, with tactical, promo-based communications largely informing Uber's perception as a brand


Objective

Move away from an incentive-based engagement model, build a brand that people love, and establish Uber as a reflection of everyday life and culture.


Strategy

Communicate the magic and product benefits of the Uber experience through a wealth of use-cases and product benefits. The content series illustrates the types of riders who use the application on a regular basis in Singapore, with realism and playfulness.

 
  The 'Little Extras' -  The bottles of water in the vehicles and air-conditioned cars

The 'Little Extras' - The bottles of water in the vehicles and air-conditioned cars

  The Flexibility:  The ability to order and pay for rides for loved ones

The Flexibility: The ability to order and pay for rides for loved ones

  The Practical:  The opportunity to unwind during the commute to / from work, one of the top use-cases for ride-sharing

The Practical: The opportunity to unwind during the commute to / from work, one of the top use-cases for ride-sharing

  The Fundamental:  The ability to request a safe, reliable ride in 400+ cities  (presently 670+ cities)

The Fundamental: The ability to request a safe, reliable ride in 400+ cities (presently 670+ cities)

  The Fun:  A space to let your hair down and be yourself

The Fun: A space to let your hair down and be yourself