Uber One: Launching Uber One memberships

Kellie Box, Celia Garforth

Uber One introduced a new membership product in Australia that brought Uber Rides and Uber Eats together as one brand to acquire new members, grow the businesses by gaining incremental revenue, increase awareness and consideration, and clearly communicate the new offering.

Campaign details

Brand: Uber One Brand owner: Uber Technologies Entrant company: Uber EatsIdea creation: Special Sydney Market: Australia Sector: Rail, coach, boat & car rental Media channels: Video on demand, Outdoor, Out-of-home, Television & Connected TV, Online display, Social mediaBudget: 5 - 10 million

Executive summary

This campaign helped Uber unlock an entirely new revenue stream through their new membership product, Uber One, by challenging people’s innate psychological biases that were actually getting in the way of helping them save money.

This...

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