Cannes Lions

Uber Real-Time Billboards

SPECIAL GROUP, Sydney / UBER / 2019

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Overview

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Credits

Overview

Background

With a host of new competitors entering the Australian rideshare market in 2018, Uber wanted a campaign that could show riders why Uber was the ride they should always choose. Research told us that one of the most important category drivers was reliability. In other words, people want certainty that they’ll get a ride when and where they need it - and in quick fashion. And Uber data told us that Uber was by far the most reliable due to Uber’s speed of pick-up being second to none in the rideshare category. We needed a campaign that didn’t just say but demonstrated this reliability.

Idea

Research (and common sense) told us that people don’t consider Uber vs a competitor until they want a ride somewhere. So we decided we needed a way to demonstrate the Uber’s reliability on the very streets where people everyday are deciding whether or not to ride in one. So for the first time in Uber’s history we created a live API feed that combined latitude and longitude data (location data), with the estimated pick-up time at specific pick up points. In other words, it could send the data that usually only lives in Uber’s app, outside of the app. This allowed us to create real time data-enhanced OOH campaign that showed Australians that no matter where they were, an Uber is really only ever minutes away. 1,124 unique Digi-OOH panels integrated this newly created API to communicate real pick-up times at the exact spot the media was placed.

Strategy

First, we used data to prove that Uber was only ever a few minutes away, So, we delved deep into Uber app data, and found that Uber’s speed of pick-up, was second to none in the rideshare category.

Then, we created a live API feed that combined latitude and longitude data (location data), with the estimated pick-up time. In other words, it could send the data that is usually in Uber’s app, outside of the app.

This allowed us to create real time data-enhanced OOH campaign that showed Australians that no matter where they were, an Uber is really only ever minutes away. We 1,124 unique Digi-OOH panels.

Moreover, if for some reason it wasn’t, we created a set of rules that rotated in a generic, non time based message, for the rare occasions that an Uber happened to more than five minutes away.

Execution

Remarkably the campaign became a hybrid of part utility, part awareness – with 1,124 digital display panels giving the live pick-up time where they were located during the campaign period. We placed the campaign across 5 cities, choosing media at locations that we knew riders most needed a ride. Using data of popular pick-up spots, we came up with 1,124 unique placements in busy CBD areas, inside prominent office buildings, within pubs & venues, in cinemas, and within train stations or near bus stops and even at airports. It led to an increase in Uber’s perceived reliability despite a sudden influx of competitors into the Australian market.

Outcome

The campaign produced great results and exceeded benchmarks.

Most notably it increased perception of Uber reliability, vs campaign pre-read.

For the first time in Uber’s history we created a live API feed that combined latitude and longitude data (location data), with the estimated pick-up time at specific pick up points.

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