Uber: Driver Stories
I helped cast and create videos to spotlight drivers in three key markets in EMEA for Uber — as well as create a supporting digital campaign toolkit for those markets.
Client
Uber
Year
2017
Services
Casting
Scriptwriting
Copywriting
VO direction
Role
In-house copywriter
Full-length videos
The background
After an initial rapid five-year growth and global expansion, Uber had emerged as the dominant player in the ride-hailing sector. However, that had not come without its challenges. By 2017, Uber’s reputation was in tatters, with low brand health globally. After a slew of high-profile incidents, it had dehumanised drivers in the eye of the consumer, while from the driver side, it had built a reputation as a tech company that did not care. So, what next?
The ask
As part of a global initiative to elevate Uber driver-partners, we were tasked with finding and telling our driver-partners’ real stories.
The primary aim of the driver stories was to promote Uber to prospective drivers from awareness through to conversion — and boost brand reputation. As such the stories had to be highly relevant for local audiences. The secondary aim was to increase overall brand sentiment in local markets by disseminating these authentic stories to riders — to help elevate and humanise our partners.
The solution
We prioritised three key markets for the EMEA region: Saudi Arabia, South Africa and Russia.
We worked closely with local teams to source drivers with stories that would resonate with local audiences. We then flew to each location to cast them in person, conducting a large number of interviews. We then developed storyboards, scripts and narrative direction, and filmed on location as well as recorded voice over.
We then delivered campaign toolkits including videos, landing page, social and display assets.
Paid social cuts
Landing pages
