Creative Execution

Enjoyment was key to the experience, but data was true driving force. Personalisation came in the form of breaking down the data points to define the sentiments. For instance, for the data point ‘Total trips taken’, users were segmented into 3 sentiments: High, Medium, Low. Stories used in the modular scenes were first written as 200 scripts to capture the dynamism and cultural nuances of the region. From these scripts, an original modular music track was composed, with lyrics that corresponded to each data point’s sentiments. Enter hyper-personalisation, where each music video was made unique by layering on the individual user’s riding stats as a super on top of the music video. The experience ended in a ‘Rider type’ and a video for them to share on social media. Data wasn’t merely integrated into the story. Data was the story.

Year with Uber received an overwhelmingly positive response, with 87% of users accessing the site from their mobile devices. Engagement was strong. The site saw 1.90M unique visits where users spent an average of 2.02 minutes on the experience - a 44% uplift from the previous year’s Year with Uber campaign. Once users started watching, they stayed until the end. 7 out of 10 people completed the full experience. 23% of which shared their personalised videos socially. The campaign saw a staggering 275% brand uplift during the campaign period compared to last year’s Year with Uber 2016. People loved it. Up to 64% of the users that saw the campaign recalled the main message and as much as 53% expressed positive c

To mobilise Uber riders, the conversation had to be about them. The most personal way to achieve that was through their trip data. Personalisation was a key theme. Designed around the rider to ensure personal and cultural relatability, the experience was open to anyone with at least 1 trip in the 11 markets, but primarily targeting those with multiple trips. Owned media channels played a key role in driving traffic to the site. So did people’s behaviour. Knowing that the majority of riders would access the experience from their mobile phones and on limited data packages, a lite mode was enabled where data bandwidth was minimised without affecting enjoyment. Share functions via popular platforms were also activated, reflecting mobile use and behaviour. Due to the high device fragmentation in the region and use of both Android and iOS, research was done to define an experience that would accommodate most users.