uber keynote

26
Adam Panetta // Planner Paula Waltrick // Planner Rob Sabalvaro // Copywriter Drew Shook // Art Director

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A Keynote for my first pitch during the Miami Ad School's Account Planning Bootcamp

TRANSCRIPT

Page 1: Uber Keynote

Adam Panetta // Planner

Paula Waltrick // Planner

Rob Sabalvaro // Copywriter

Drew Shook // Art Director

Page 2: Uber Keynote

WELCOME

CHALLENGE

OBJECTIVE

RESEARCH

AUDIENCE

THE IDEA

CREATIVE

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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.

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Where to go

OBJECTIVE

Make our audience rethink the way they ride and

provide a call-to-action.

Page 6: Uber Keynote

How we got there

RESEARCH

CONSUMER(5 Conversations)

PERSONALEXPERIENCE

(Lyft v. Uber)

IDEA

BIG DIG(Trends, Behaviors +

Relationships)

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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.

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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.”

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Personal Experience

RESEARCH - THE RIDES

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Who: Yuppies + MINKs

AUDIENCE

Young Urban Professionals

Massive Income, No Kid’s

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Single Minded Proposition

THE IDEA

The Uber experience is what you want it to be.

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CREATIVE

PRINT

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CREATIVE

OUT OF HOME

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CREATIVE

ONLINE + SOCIAL

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THANK YOU

Q & A