Campaign details

Brand: Uber
Brand owner: Uber
Lead agency: FP7 McCann Dubai
Country: United Arab Emirates
Industries: Rail, coach, boar & car rental
Media channels: Content marketing, Email marketing, Mobile & apps, Online display, Online video, Outdoor, out-of-home, Social media, Websites & microsites
Budget: 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.

The insight

Each Uber rider's trip data told a unique story, so Uber riders (and drivers), those keeping Uber moving, needed to become the face of Uber.

The content platform