Uber: Uber Legends

Ride-hailing app Uber used data to create a social and out-of-home campaign to increase rider loyalty and attract new customers in the United Arab Emirates.

Campaign details

Brand: UberBrand owner: UberLead agency: FP7 McCann DubaiCountry: United Arab EmiratesIndustries: Rail, coach, boar & car rentalMedia channels: Content marketing, Email marketing, Mobile & apps, Online display, Online video, Outdoor, out-of-home, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

The challenge

In the United Arab Emirates' challenging e-hailing category, turning passive passengers into loyal riders was key to increasing trips-per-rider. Uber, however, a foreign brand, was lacking loyalty and was seen as distant. Hence, it wasn't gaining on trips-per-rider vs. homegrown brand Careem....

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