The Uber Brand
Uber is asmartphone app which connects passengers to drivers of available “for hire” carservices. The app sends an electronic hail for a car based on the person’slocation. This service is convenient and reliable because it is a guaranteed ride,and all transactions are automatically billed to the passenger’s on file creditcard.
Problem
Uber isperceived to be a limo service. It is also perceived to be outrageouslyexpensive in comparison to cabs. While people have the disposable income tospend at the bar, they do not like paying a premium price for transportation.People do not believe the time and hassle they will save using Uber is worththe extra cost of the ride.
Challenge
How do weget people to use Uber over cheaper alternatives in San Francisco?
Objectives
Get peoplewho already use Uber, to use Uber more often.
Raiseawareness of Uber’s reliable services.
Audience
Males andFemales
21 to 30years old
College+
Live in SanFrancisco
Active nightlife
Disposableincome
Have a smartphone
Take cabswhen public transportation is not available
Take cabs onthe weekends after a night out
Use theweekends as an escape from work
Research
- Secondary
Uber is asmartphone app which connects passengers to drivers of available “for hire” carservices. The app sends an electronic hail for a car based on the person’slocation. This service is convenient and reliable because it is a guaranteed ride,and all transactions are automatically billed to the passenger’s on file creditcard.
Problem
Uber isperceived to be a limo service. It is also perceived to be outrageouslyexpensive in comparison to cabs. While people have the disposable income tospend at the bar, they do not like paying a premium price for transportation.People do not believe the time and hassle they will save using Uber is worththe extra cost of the ride.
Challenge
How do weget people to use Uber over cheaper alternatives in San Francisco?
Objectives
Get peoplewho already use Uber, to use Uber more often.
Raiseawareness of Uber’s reliable services.
Audience
Males andFemales
21 to 30years old
College+
Live in SanFrancisco
Active nightlife
Disposableincome
Have a smartphone
Take cabswhen public transportation is not available
Take cabs onthe weekends after a night out
Use theweekends as an escape from work
Research
- Secondary
Comparison of Cab Density between New York City and San Francisco. While the Cab to Population Ratio is basically the same, the Cab to Population Density Ratio is much greater in NYC. This is why it is easier to get a cab in NYC.
- Primary
Interviewed ten people between 1:00am and 3:00am as they were exiting a popular strip of bars/clubs in Soma.
· It can be extremely difficult to get a cab in SF after hours.
· People don’t change their plans because it will be difficult to go home.
· Don’t think about getting home, until it’s time to leave.
· It’s a warzone.
· There aren’t enough cabs to meet the city’s late night and weekend demand for rides.
· Cabs are unreliable when called.
Insight
People are ending their wild nights with the negative experience of getting a cab.
Strategy
· Have an Uber weekend!
· Don’t let cabs hold you back from the best weekend of your life.
· Uber will take you where you need to go to keep the party going, and you never know where the night will take you next.
· Don’t be average, be Uber and expand your social life.
Tone
Triumphant. Empowering. Unapologetic.
“I’m going out, and I'm going out hard.”
Considerations
We don’t want to tarnish Uber’s reputation as a luxury service.
Creative Concept and Executions
Art Director: Ece Ciftci
Copywriter: Alejandro Herrer
The Uber You Takes it Further.
Uber is a lifestyle that rejects the idea of staying at one bar the whole night. Discover all the places that you’ve never thought were within your reach. Prove how Uber you are by sharing the hottest spots you visit around the city.
