Uber, the mobility app connecting drivers with passengers, once considered the revolutionary is now losing its novelty. It’s becoming an everyday utility that's taken for granted. Brand loyalty and frequency of use is declining.

Our objective was to remind people of the real role Uber plays in their lives and demonstrate how the superior service is not a mere utility, but a partnership that helps improve their day-to-day lives.

To do that, we had to give people a reason to interact with Uber beyond getting from A to B. We knew we had to make the story very personal, capable of delighting and reconnecting Uber with the rider.

Given the pilot nature of the campaign, we started small, targeting five cities.

Using WebGL we made sure the most relevant and interesting facts for each rider were pulled from the 1,020 data points on the fly, making each rider’s experience uniquely personal. Dynamically-generated graphics further enriched the mobile-led experience.

The experience ends with a dynamically-generated calling card, made unique to the rider. Each personalised calling card showcases their ‘Rider type’ and other interesting bits of data aimed at making riders more likely to share.

We drew largely on our owned media channels to drive traffic to the site: Existing riders’ email database, social platforms (Facebook, Twitter) and in-app feed cards. Shared social posts were key in organically spreading the word.

It was the ride-hailing industry’s first-of-its-kind project, and was successfully turned around in just 8 weeks.