Shocks on the rocks
Uber
Issue 54 | March 2020
Agency
Shackleton
Creative Team
Executive Creative Director Nacho Guilló Creative Team Manu Echavarri, Pablo Sfroza
Production Team
Director of Audio Visual Production Manuela Zamora Producer Cristina Cortizas Post Production Paloma Martín, Juan Manuel Acosta, Nacho Rengifo, Paco Carpio Digital Production Lucía García, Patricia Torregrosa
Other Credits
Account Team Gonzalo Fernández, Juanma Salguero, Jone Coca Graphic Studio Josué Hernández, Sandra Freitas, Jaime Molina Social Media & PR Elvis Santos, Alberto González, Javier Tejero, Sara Choya, Jose Carlos Vicioso, Ana Frías Picture & Sound The Lobby
Date
December 2019
Background
“Don’t drink and drive” was a message constantly repeated and constantly ignored.
In Spain 21% of fatal accidents still involved a drunk driver.
At Uber, as part of the company’s overall approach to safety, the task was to keep trying to get the message across in a way that would get through to drivers.
Idea
Uber partnered with Noche Madrid (the association of night-life venues) to launch a collection of glasses to show the consequences of drinking and driving.
Each glass reflected the result of a vehicle in a collision and was accompanied by a coaster which explained: This is what happens to a car when it crashes at 50km/h. When you drink, let someone else drive for you.
The coaster also featured a discount code for the drinker to take an Uber home.
The glasses were available in the most popular nightspots of Madrid to reach as many people as possible and remind them to take the safe way home.
Results
Over four million people impacted.
Over six million media impressions made.
Over one million views of the video.
Our Thoughts
The most effective campaigns are those that talk to the right person at the right time in the right place with the right message. This is a nice reminder that precise targeting isn’t just about programmatic advertising but about people.
I also like the agency’s honesty in the case film. They say that fewer people died on the roads in Spain in 2019 than for decades.
They don’t claim credit for this but say they may have played some tiny part in the story.
And that’s the thing, if this initiative stopped just one drunk driver from killing himself and any others involved, then it was worth it.
And if it got people to think more warmly of Uber, and even use its cars, then so much the better.