/ Problem / Uber is sometimes perceived as less safe and less reliable than taxicabs and public transportation, especially by those who do not live in big cities and/or are not as tech-savvy. Much of this perception is due to the lack of understanding of the business and how to use the app.
/ Solution / A campus pop-up event at college freshman orientations to promote Uber as the safest and most reliable way to get from point A to point B. The event highlights the app's ease of use, specific reasons that make Uber safe and reliable (real-time tracking, cashless, feedback, etc.), as well as offers deal-oriented incentives for users to try the service.
The campaign event employs simple and playful visual language, and a concept inspired by classic tales of the epic journey home that are recognizable across generations by both college students and their parents.
Inspired by 3 classic tales of the epic journey home.
Incentives for purchasing ride credits as gifts: Available in physical gift cards or digital gift cards delivered via email, complete with call-to-action to download the app.
Campaign event marketing includes full-sized flyers and double lamp post banners at the college campus, and can be easily expanded into posters, postcards, EDMs, and other collaterals.