Uber´s experience depends of cellphone, cars and a lot of attention. In order of that, through an official match in the Brazilian Football Championship, one of the world’s most important and competitive championships, we called Brazilians attention to the major problem of text and driving. And we accomplished that for a client who actually needs both mobile use and traffic to fulfill its mission: Uber. Due to the great influence football exerts in the life of Brazilians, the campaign registered huge reaches in both sports and general journalistic medias and social networks.

Uber needs of cars and cellphones for fulfil its purpose: turn urban mobility more democratic and accessible.

The aim of the project was to draw attention to the problem of road deaths. And at the same time show the population the importance of not text while driving.

The purpose of the action was to reach the large public nationally. Today Uber in Brazil has 500 thousand drivers partners and is an important ally in the generation of income for 13 million people who are unemployed.

This action aims to bring Uber closer to the user and drivers.

All brands of mobility applications are looking to support May Yellow in Brazil.

The objective was linked the brand Uber with prevention, responsibility, respect.

During a major Brazilian championship match, a goalkeeper checking a mobile was spotted by football fans and the player’s irresponsible action stormed social medias and press, generating the biggest weekend talk. When the goalkeeper finally linked his attitude with text and driving, the whole country was paying attention.

Brazilian traffic ranks as the 4th more violent in the world – 54.000 annual casualties. Text and driving, the 2nd major casualty cause, stands even before intoxicated driving. However, 51% of drivers still admit to text and driving.

Uber aims to promote a safer more humane traffic in the cities it operates. To convey that, we found a unique way to calling attention for that, making Brazilians experience the risks of this bad habit through their biggest passion: football.

Our strategy was to stir the nerves of football fans against the goalkeeper checking his mobile during the match. Just to quickly reveal that his attitude was in fact orchestrated as a protest to showcase that the mobile use in inadequate situations was a risky practice. By checking his mobile, the player could let his team down, while people loose their lives by text and driving.

The match happened Sunday, May 13th, 2018, 4 pm, Mothers Day, when families reunite and sacredly watch matches. At the game’s first moments, goalkeeper Santos checks his mobile immediately being captured by fans who promptly share stills and videos on their timelines. At the very beginning of the 2nd half, sports journalists and columnists started commenting the fact. Outraged against the player’s attitude different interview channels chased him by the end of the match demanding explanations. At this Sunday evening first hours all open and cable TV channels were commenting the case while Brazilian and worldwide social medias also echoed the fact.

The next day in a press conference at Atlético Paranaense club where the Uber and Maio Amarelo action was revealed. A new wave of information stormed regular press and social medias, spreading out the elucidation. The action was applauded by the majority of press and social media channels.

- The business impact was achieved with the audience´s attention for text and drive and the importance of preventing it.

- 6 minutes exposure in the Brazilian most important open TV Sunday Show, Fantástico (30 million watchers per show).

- 149 minutes in open and cable TV in less than 24 hours.

- 3.1 million search results after the match.

- 4,7 million in earned media in just 3 days.

- Newspapers in EUA, Italy, Spain, Portugal, Argentina, Japão, Colombia e mais 30 países (92 palavras)

- Text and drive assuming with trend topic in accident´s prevention.