Brand owner: Uber Technology
Lead agency: OMD Media Direction Russia, Media Direction Group
Contributing agencies: Code of Trade, Media Direction Programmatic, oneFactor
Country: Russian Federation
Industries: Rail, coach, boat & car rental
Media channels: Online display, Outdoor, out-of-home, Programmatic display, Television
Budget: 500k - 1 million
2017 was expected to be especially challenging for Uber in Russia. On the one hand, the taxi market is very competitive and, on the other, Russia had barely recovered from the economic crisis, so the main source of new Uber customers would have to be current customers of other taxi services.
In a highly competitive market, what media mix should a high-tech company like Uber use to reach its two main goals of brand awareness and usage growth? Our choice was: TV, out-of-home and internet. TV to drive awareness, and OOH and internet to drive orders.