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Uber Connect – agility in weeks

News • 08 January 2021

Uber Connect, an on-demand package delivery service, went from idea to launch in a matter of weeks as the brand responded decisively to the signals it saw in the market.

Uber’s former performance chief charts extent of ad fraud

News • 05 January 2021

Ride-hailing company Uber was in the midst of crisis when it discovered colossal fraud to the tune of $100m, according to comments made recently by its former head of performance marketing and CRM.

Uber: Four sides of agility

Article • Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2020

Global mobility company Uber is the enfant terrible of transport, known for a killer product and ruthless agility – the lessons it provides now as a large company are invaluable.

Grab: Delivering Bazar Ramadan to every Malaysian home

Case Study • Li Ping Ko, Pamela Chia, WARC Media Awards, Silver, Effective Use of Tech, 2020

Malaysia food delivery app Grab created e-bazaars for Ramadan to replicate traditional street food fairs, giving customers access to a range of foods, vendors an income, and growing app usage, sales and brand metrics.

Entur: Data-driven media strategy for increased use of public transport

Case Study • Inge Hofstad Kjeilen, WARC Media Awards, Silver, Best Use of Data, 2020

Governmental organisation Entur drew on a combination of data insights to increase use of public transport, and make travel in Norway easier and more environmentally friendly.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Media Awards, Silver, Best Use of Data, 2020

Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.

Why continue sharing: Determinants of behavior in ridesharing services

Research Paper • Rocío Arteaga-Sánchez, Maria Belda-Ruiz, Alejandro Ros-Galvez, and Alfonso Rosa-Garcia, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 725-742

The sharing economy is revolutionizing the way consumers use goods and services. The aim of this study is to understand consumer motivations to be satisfied and to continue using ridesharing services.

Grab: GrabBike #AntiNgaret

Case Study • SABRE Awards, APAC, Influencer Marketing, Gold, 2020

Grab, a ride-hailing and delivery brand, launched its campaign to promote its motorcycle taxis GrabBike as trustworthy, reliable and ready to help combat the negative culture of 'ngaret' in Indonesia.

Grab: #KitaVsCorona

Case Study • SABRE Awards, APAC, Community Relations, Gold, 2020

Grab, a ride-hailing and delivery brand, launched its campaign #KitaVsCorona (Us vs Corona) in Indonesia to boost the brand during the uncertainty of the pandemic.

Grab: Grab for Good

Case Study • SABRE Awards, APAC, Superior Achievement in Reputation Management, Diamond, 2020

Grab, a ride-hailing company, aimed to improve the quality of life for 640 million people in Southeast Asia with its campaign Grab for Good by creating income opportunities, driving financial inclusion and improving access to services.

How brand purpose guided Grab though the pandemic

News • 22 October 2020

That brand purpose needs to be more than just words has become increasingly clear during the pandemic, as Singapore’s Grab has found across its interactions with consumers.

Guiding principles: Why marketers need to anchor actions in brand purpose

Article • Low Lai Chow, Event Reports, All That Matters, September 2020

At All That Matters, Dole’s Rupen Desai and Grab’s Cheryl Goh outline the role of brand purpose as a guiding principle in the larger business imperative.

Five work famously for Great Western Railway

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Great Western Railway (GWR), a train operating company, encouraged the British public to travel by train by launching animations of Enid Blyton's The Famous Five going on a Western Railway adventure.

Translink Glider: Transforming Belfast

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Translink, Northern Ireland's public transport provider, promoted its new Glider transport service in the city of Belfast by creating a Hollywood-style trailer to show consumers it was not just a bendy bus.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Prize for Asian Strategy, Silver, 2020

Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.

Grab: Amy Search, Grab Got

Case Study • Pamela Chia, Nadiah Nazri, Sulin Lau, Hassan Alsagoff, WARC Prize for Asian Strategy, Entrant, 2020

Mobile technology company Grab launched a video-based campaign in Malaysia to boost sales by helping consumers adjust to their first Ramadan in the new normal.

ICYMI

News • 09 August 2020

Five things you might have missed from last week, including TikTok, Vivo, Beyond Meat and Uber.

Joining the dots between brand and performance

Opinion • Carla Funk, July 2020

Ogilvy Germany’s Carla Funk shows how German Rail’s Gold-winning No Need To Fly campaign bypasses the data-versus-creativity conundrum.

Careem: Start Something

Case Study • Rifaat Fakih, Remie Abdo, WARC Prize for MENA Strategy, Entrant, 2020

Ride-hailing service Careem took to social media to establish a unique brand positioning in the MENA region following its takeover by Uber.

LNER: #TrackRecord

Case Study • SABRE Awards, Gold, EMEA, 2020

LNER, an East Coast rail brand, increased awareness in the UK by creating an audio journey captured on video that celebrated the rich diversity of accents and regional dialect on its line.

JSC 'Ukrainian railways': Ukraine WOW

Case Study • SABRE Awards, Gold, EMEA, 2020

Ukrainian Railways, a rail transport company, created an exhibition in a disused luggage compartment in a train station to celebrate Railway Worker Day and promote travelling to and across the Ukraine by train.

Bolt: An enabler of progress

Case Study • SABRE Awards, Gold, Africa, 2020

Bolt, a ride-hailing brand, partnered with Harambee, an organisation focused on solving youth unemployment, to create a campaign that pushed rider and driver sign-ups by supporting youth unemployment in South Africa.

King County Metro: Just One Trip

Case Study • SABRE Awards, Gold, North America, 2020

King County Metro, the metro system for King County in Washington, discouraged solo driving trips in the county by using modelling software to target people most likely to change transport methods with mobile ads, events and mailings.

Own it, Explain it, Solve it: What Swiss rail teaches us about exceptional customer service

Opinion • John Sills, May 2020

A delayed train in Switzerland, and the response of staff, show how an understanding of a customer’s emotions is as important as delivering on the promised function.

US, Rail, coach, boat & car rental Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, May 2020

An overview of advertising as a percentage of sales in the rail, coach, boat & car rental sector in the United States since 2007.

What Delta Air Lines’ response to COVID-19 can teach other brands

Article • Stephen Whiteside, WARC Exclusive, March 2020

Delta Air Lines, the air carrier, is in a category that has been profoundly impacted by COVID-19, and thus offers valuable advice for other brands as it seeks to respond to the pandemic.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Planning for the future of travel after COVID-19

Article • Will Grundy, WARC Exclusive, May 2020

Travel brands have been among the hardest hit by COVID-19, but can take action now to stay top of mind post-lockdown.
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.