Research Excellence Special Award
Uber: Uber Legends
Agency FP7 McCann Dubai
Country United Arab Emirates
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.
Uber identified surprising insights about different riders through analysing Uber riders' trip data and converted them into branded content that celebrated them.
The campaign delivered a sales and revenue ROI of 2.7:1 and an ROI figure of 5.5:1 in terms of the value of exposure or coverage.