Uber has revolutionized the way people move, with a long history of providing effective solutions focused on key life moments. Yet, a majority of rides happen on UberX despite an entire portfolio of products designed to help you better meet the needs of your experience.
In the latest string of efforts promoting Uber’s new platform “Get Your Ride Right,” Uber‘s new campaign, from Johannes Leonardo, drives greater awareness and consideration of the portfolio of Uber products including XL, Comfort, Green, and Black. The stories highlight intentionality and encourage users to consider more than their default UberX to better suit the needs of each situation.
Whether it’s more fun, more excitement, more legroom, or more togetherness, there’s an Uber option that suits every situation.
Uber shows off its Black product in “The Will” through watching our protagonist, Karl, during a will reading for his late uncle. When Karl thinks he’s getting his uncle’s measly plants, he opts for an UberX. It isn’t until it’s made clear that by “plants,” his uncle meant his textile, auto and steel plants, that Karl opts for a more appropriate luxury ride home. Scored to “All About the Benjamins,” of course. Watch below:
We see our hero mom, ready to take on a beautiful day on her own in “Freedomish.” “Sweet Escape” plays as she skips to the car. After ordering her UberX by default, she’s reminded – in a not so subtle knocking on the window – that she’s a mother of four. She switches to an UberXL ride, the only car that can accommodate a party of up to 6 passengers, and then waves her kids out.
REELated:
“At Uber, we’re here to help you go anywhere — and we offer you multiple ways to get there. Whether it’s Uber Black, Uber Comfort, Uber XL, Uber Green, or even the ability to plan ahead with Uber Reserve, the choice is yours to get your ride right and select what makes most sense for you in the moment,” says Nick Silver, Head of US&C Mobility Marketing.
A dad attends a parent-teacher conference at his child’s school in “Cramped.” When the meeting ends, he orders an UberX ride. But as he tries to get up from the child-sized desk chair, he realizes he’s stuck. He reassesses his choice of UberX and makes the switch to an Uber ride that offers more choices, including extra legroom: an Uber Comfort. “Break My Stride” plays as he finally ditches the chair and stretches out his legs in his Uber Comfort ride.
Silver adds, “We’re thrilled to partner with Johannes Leonardo, our agency of record for the US&C mobility marketing business on this campaign. Their deep understanding of consumer behavior and ability to develop beautiful work with a sense of humor sets them apart and comes through in this creative. We look forward to working together.”
The new campaign is part of the new brand platform and marks a new shift in the brand’s marketing strategy to become a beloved brand, not just a functional one.
The campaign extends beyond film to OOH and social. Through striking, breakthrough headlines, Uber educates how and when its other offerings might make more sense for its riders and encourages them to get their ride right.
The work challenges consumers to reconsider their choices as they learn more about the story showcased in the creative. As the sentence develops, you see a need for a new product. For example, going to the beach might call for your default UberX, but not when you’re going to the beach to spread Grandpa’s ashes. You might want to call an Uber Black.
The First Ride Together
Uber hired Johannes Leonardo earlier this year as the creative AOR of its Uber Mobility Marketing arm. The ride-share giant selected JL after a competitive pitch, tasking the independent creative agency with refueling the mobility marketing platforms, brand marketing efforts post-pandemic and get Americans to adopt the sweeping product updates to the platform since its founding.
The “Get Your Ride Right” marketing platform marks a new era for the technology company in service of bringing more humanity, warmth, and humor to the brand, and accelerating the ultimate goal of influencing all the ways people move through life.
“The Will” will launch on Broadcast, OOH, Audio, Social Media and CTV (Youtube, Hulu, Roku, Discovery+, Samsung, Peacock, The Weather Channel, Sharethrough, Index Exchange) on 10/26, with “Freedomish” and “Cramped” set to launch on 11/2.
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