Uber Boxes
Hello boss,
I’m late for work, again…
The BIG idea
We’ve all been there. Stuck in traffic.
Desperately looking for parking, frustrated and angry and late for a meeting or worse.
In this film for Uber in Asia, the ambition was to illustrate how absurd the traffic situation is.
And suggest that ride-sharing – rather than one man/woman in every car – could be a part of the solution.
- Made by Forsman & Bodenfors
The Objective:
- Unlock cities’ full potential for people living in them by sharing resources.
A: Build brand trust and increase global awareness around the Uber Boxes campaign.
B: Drive positive sentiment and content experience around Uber.
C: Successfully launch the first-ever pan-Asian brand campaign for Uber APACx.
Campaign markets: 9 Asian metropolises:
Bangkok - Hanoi - Ho Chi Minh - Hong Kong - Jakarta - Kuala Lumpur – Manila – Singapore - Taipei
We made a conversation analysis before the campaign using Netbase Quid.
A filtered view of all conversations related to Uber & taxi in general paired with negative & positive discussions. The conversations arising show which core topics are within this conversation and how they are connected.
Media Pillars
1. Video
distribution
21M
(6M pull - 15M push)
Distribution of the hero film to secure viewership and reach across all markets
2. Influencer
curation
400
Create and curate conversations to spark positive sentiments around Boxes and Uber.
3. Incremental
PR reach
650
Global PR outreach program to secure local PR
and earned media
The essence of effective media plans lies in their simplicity.
In other words, when you have a pertinent topic coupled with brand messaging and content that's unique, relevant, surprising, unforgettable, significant, enjoyable, and culturally resonant, there's no need to complicate the media distribution process. Keeping it straightforward is key.
However, the real magic behind a successful campaign consists of three crucial components.
First, a well-crafted brief and a clearly defined problem to address.
Second, top-notch content that stands out.
And third, comprehensive research fosters a deep understanding of the culture, enabling the meticulous planning of immersive and finely-tuned activations.
The earned media effect comes into play when all these elements harmoniously align. The involvement of 400 influencers was meticulously mapped out, considering each influencer's unique attributes.
Notably, each activation required more than +5 hours of planning.
This is the secret ingredient that enabled us to achieve our remarkable results.
