Car Sharing
Uber APACx
Issue 46 | April 2018
Agency
Forsman & Bodenfors
Creative Team
Art Director: John Bergdahl Copywriter: Jacob Nelson, Rikke Jacobsen PR-Strategist: Bjarne Darwall Designer: Emelie Lindquist, Johan Fredriksson
Production Team
Agency Producer, film: Alexander Blidner Music Supervisor: Jenny Ring Director: Adam Berg Executive Producer: Johan Lindstro¨m Producer: Ben Croker Production Manager: Kate Wynborne Director of Photography: Mattias Rudh First Assistant Director: Tony Fernandez Grade: Mark Gethin | MPC Los Angeles Editor: Paul Hardcastle | TRIM VFX: Swiss Post Production Supervisor: Leo Wilk Sound Design: Redpipe | Joakim Kristensen Production Company: INDIO Activation Strategy & Orchestration: Mano Copenhagen Distribution Partner: Oath
Other Credits
Advertisers Supervisor: Eshan Ponnadurai, Marketing Director APACx Advertisers Supervisor: Kunal Gupta, Lead, Rider Marketing APACx Account Director: Alison Arnold Account Manager: Helen Johansson Account Supervisor: Sanna Fagring Planner: Tobias Nordstro¨m, Leo Bovaller
Date
November 2017
Background
Most Asian cities suffer from heavy congestion and parking problems. People waste far more time in traffic than they should. Just to name two examples: the average driver in Manila spends 23 days in traffic every year. And if they don't improve the situation in Jakarta, the city will come to a complete standstill in five years. Something has to be done.
Idea
Uber wanted to start a conversation about the absurdity of traffic. And of course improve their image by addressing their sincere concern for better functioning cities.
The idea was all about recognition (even though it was exaggerated a bit in order to make it more spectacular). We have all been there, stuck in traffic. Desperately looking for parking, frustrated and angry and late for a meeting.
In this film for Uber in Asia, the idea was to illustrate how absurd the traffic situation in big cities is. And suggest that ride sharing - rather than one person in every car - could be a part of the solution.
Results
Hard facts:
- Brand consideration + 10 %
- Brand awareness (unaided) + 46 %
- 115 million views
- 1,6 million engagements
- +500 articles and TV-coverage
- +31 million USD in estimated earned media
And the survey completed after the campaign was very good news for Uber. It's obvious that a lot of people got an improved view of Uber:
- "By using Uber, I contribute to a more well functioning city": +32%.
- "Uber contributes to solving my city's traffic problems": +30%.
- "I now consider NOT owning a car of my own": +15%.