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Year with Uber 2017

Turning travel history into unique, personalised music videos

 

In it's third year, Year with Uber '17 added a little flair to the end-of-year nostalgia. The experience packaged each rider's trip history, such as trips to an exotic overseas destination, and number of Uber rides requested in 2017, into a personalised music video.

Bringing this ambitious project to life required a distinct creative approach. Rider stats were crafted into 52 distinct stories, bespoke lyrics and humorous animations. By employing select stories informed by the user's distinct riding history, the modular site served 5,184 potential storylines. 

 

 

CHARACTER DESIGN

 

The rider's Year with Uber was brought to life by cast of colourful characters. The people, scenery and even animals were by inspired local culture — tuk tuks (auto rickshaws), motor scooters, palm tree-fringed beach roads, and quirky characters such as coiffed tai-tais (wealthy aunty). The videos also nod to 2017-specific viral sensations such as Salt Bae and fidget spinners.

 

 
 Preferred vehicle option: uberMOTO

Preferred vehicle option: uberMOTO

 Trips taken in 2o17: More than 50

Trips taken in 2o17: More than 50

 Most unique product type: uberPET

Most unique product type: uberPET

 Outro

Outro

 Distance travelled in 2017: More than 500KM

Distance travelled in 2017: More than 500KM

 Most frequent time of commute: Night Rider

Most frequent time of commute: Night Rider

 Intro feat. Salt Bae

Intro feat. Salt Bae

 Most unique lost item in an Uber: Live lobster

Most unique lost item in an Uber: Live lobster

 Most frequent time of commute: AM Rider

Most frequent time of commute: AM Rider

 

THE STORIES

 

Customs and moments unique to participating cities grounded each storyline. Each story embodied the dynamism of the region, for a one-of-a-kind visual representation of the year and of Asia-Pacific.

 
 
  The scene 'Ramadan' was served to riders in Indonesia who took a trip during the holy month of the Islamic calendar  (above) . Similarly, riders in India could see their travel trends around key national moments such as Diwali  (press play below).

The scene 'Ramadan' was served to riders in Indonesia who took a trip during the holy month of the Islamic calendar (above). Similarly, riders in India could see their travel trends around key national moments such as Diwali (press play below).

  Riders were shown the exact number of Uber rides they completed in 2017.

Riders were shown the exact number of Uber rides they completed in 2017.

 
 

MUSIC 

 

A 1980's, hip-hop, synth-pop sound was employed for the original compositions. Each track was scripted and composed in parallel to the animation, to coherently mix and match with individual storylines. 

 
 

PREVIEW SAMPLE

hear the official ywu soundtrack

 
 

RIDER ARCHETYPES

 

To further speak to users, key 'Rider Archetypes' were designed. These included profiles such as: The All-Star (frequent riders), The Explorer (globe-trotters), The Early Bird (quintessential morning people), The Midday Wanderer (the get-it-done-before-the-sun-sets type), The Nightrider (the life of the party).

These Archetypes were used  across earned and paid channels to drive awareness to the digital experience

 
 
 
 
 

RESULTS

The campaign appeared in 100+ global, regional and local titles including Times Now, IndiaThe Drum, Daily Telegraph, Australia and Vulcan Post, Singapore. Users spent over 120 seconds on the digital experience, 1 in 5 users shared the experience on their social networks, and, having viewed their Year with Uber story, 58% users reported increased intent to ride.

 
 
The Year with Uber campaign fits with the ride-sharing company’s strategy across APAC to build relevance with consumers lives, beyond just taking people from one location to another.
— The Drum