UberToys
Uber
Issue 51 | June 2019
Agency
DDB Paris
Creative Team
Executive Creative Director: Alexander Kalchev Creatives: Jean Weessa, Mélanie Pennec, Jeanne Taillard, Timothy Alexandre
Production Team
Production Firm: Art Bridge – Quad Group Executive Producer and Co-Founder: Olivier Bassuet Production Director: Claudia Traeger Coordinator: Nabia Amraoui Post-Production: Nataly Aveillan Producer: Gabriel Dugué Production Designer: Arno Roth Cinematographer: Balthazar Lab
Other Credits
Strategic Planner: Claude-Henri Galbois TV Production Director: Fabien Donnay Agency Managers: Paul Ducré, Julie Haslé, Noémie Pitois, Lucas Lahore Advertiser Managers: Michelle Lambert, Julie Touyarot, Pauline Rigommier, Lindsay King
Date
December 2018
Background
In 2011, Uber was launched in France and it felt like magic to have a car available at the tip of your fingers. Eight years later, there are dozen of ridesharing apps, and the magic of Uber was gone, mostly replaced by people complaining on social media about the service. In France, where the country is living one of its biggest social upheavals with the yellow vests movement, the Uber satisfaction rate has dropped to 23%. In this context and to renew the passion of customers who used to see Uber as an innovative brand, they had to bring back magic to the streets.
Idea
That’s what’s UberToys did. Six life-sized Toy Cars offering rides in three big cities : Paris, Zurich and Vienna, over one week for free.
Results
The effect was incredible and in just a week the number of positive interactions with Uber went from 23% to 88%.