Backstory

Uber’s primary users are affluent urban professionals with a median age of 33. The company wants to attract millions of downloads from ‘second-wave adopters’ who are older, auto-dependent, less affluent, and less technologically inclined.

 

Inspiration

We looked to Middle America and spoke with individuals from the region who fit into the profile of Uber’s desired users. We wanted to understand their lifestyles and determine where the app could play a role.

 

Target Audience

Perpetual planners who live by set routines. They are 45+, middle class, and live in neighbourhoods with limited public transportation and pricey cab service. They own smartphones solely out of convenience and value utility.

 

Central Theme

Sometimes even people with set routines have unplanned moments, and these times call for spur of the moment solutions.

 

Synopsis

Uber is a rapid, easy-to-use backup during unexpected moments involving transportation.

 

Production

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Plan: UBER focuses on out-of-home ads in locations where Uber can serve as Plan B.

 

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Additionally, it utilises radio commercials during prime commute times.

Music from audionautix.com

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Credits

Art Director: Angelo Vagas

Copywriter/Strategist: Erin A. Johnson