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.
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.
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.
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.
hear the official ywu soundtrack
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
The campaign appeared in 100+ global, regional and local titles including Times Now, India, The 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.