Uber launched a new feature in Dec 2021 - the ability to reserve an Uber ride up to 90 days in advance. However this remained a largely unknown feature, with Uber so deeply associated with ‘on demand’ (immediate) bookings and need-states. We had a big job to do to shift perceptions that the brand was now stretching into advance booking occasions.

Our brief was to grow awareness of Uber Reserve in a way that clearly stood out as a new advance booking feature (i.e. not on demand), without de-positioning the core Uber product by highlighting the reliability / certainty benefits that came with booking in advance vs booking in the moment.

Objective

Drive awareness of Uber Reserve from a 10% baseline to 20% (as measured by Uber brand health tracking)

While most things in life are unpredictable, there are many things that you can see coming a mile off. Luckily, Uber Reserve lets you book in advance for those moments when you know you'll need to make a timely exit.

Achievement against primary objective (awareness of Uber Reserve):

+5.9 ppts uplift in average BLS awareness - those exposed to the campaign vs those that weren’t (Brand Lift Study measurement).

Overall market awareness for Uber Reserve grew from 10% pre-campaign to 23% post-campaign (vs 20% target - measure via Uber brand health tracking).

We also had a +20% increase in first Reserve trips FY 2022 vs 2023