uber keynote

Adam Panetta // Planner

Paula Waltrick // Planner

Rob Sabalvaro // Copywriter

Drew Shook // Art Director

WELCOME

CHALLENGE

OBJECTIVE

RESEARCH

AUDIENCE

THE IDEA

CREATIVE

And now, where to start?

CHALLENGE

Assignment:

How do we get our audience to choose Uber over

cheaper alternatives in the San Francisco Bay Area?

Problem:

People know about Uber and the service that is

provided, but have yet to experience it.

Where to go

OBJECTIVE

Make our audience rethink the way they ride and

provide a call-to-action.

How we got there

RESEARCH

CONSUMER(5 Conversations)

PERSONALEXPERIENCE

(Lyft v. Uber)

IDEA

BIG DIG(Trends, Behaviors +

Relationships)

The Big Dig

RESEARCH

• This is how travel SHOULD be.

• There are three things I love in this world: sex, money and Uber.

• Love the @Uber car service!! #reliable

• If you’re not already on the Uber train - I feel Uber bad for you. You’re Uber-ly missing

out. Trust.

• Uber values your time and treats you with class.

Conversations

RESEARCH

“You pay for the

convenience.”

“I don’t have to plan

how I’m going”.

“When you go, when you try

with a friend, you see how

easy it is.”

“You know they will

come.”

“No drama. No bullshit.”

“Getting a cab here is

impossible.”

Personal Experience

RESEARCH - THE RIDES

Who: Yuppies + MINKs

AUDIENCE

Young Urban Professionals

Massive Income, No Kid’s

Single Minded Proposition

THE IDEA

The Uber experience is what you want it to be.

CREATIVE

PRINT

CREATIVE

OUT OF HOME

CREATIVE

ONLINE + SOCIAL

THANK YOU

Q & A