uber keynote
DESCRIPTION
A Keynote for my first pitch during the Miami Ad School's Account Planning BootcampTRANSCRIPT
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
CREATIVE
OUT OF HOME
CREATIVE
ONLINE + SOCIAL
THANK YOU
Q & A