Uber Giving: Campaign Toolkit
We created a multi-market market brand activation and modular campaign to let users donate in their local cities using the Uber app
Client
Uber
Year
2016
Services
Concepting
Copywriting
Role
Copywriter
The challenge
For Uber: Multiple markets wanted to run in-app brand activations at the same time. However, the EMEA Central Marketing team could not support all of them at once with enough assets to reach full campaign potential.
For users: Donating to charity can be overwhelming and feel inconvenient. People want to give back, but value time and ease.
The brief
The ask
Create a multi-market campaign toolkit to provide a cohesive visual and verbal identity for UberGIVING, while still offering local markets scope to celebrate their local cultures and run unique activations. The campaign had to position Uber as an innovative and convenient way for riders to be charitable and spread their generosity.
The goal
A campaign that drives awareness and engagement around UberGIVING and encourages users to take part in local activations and share their experiences online.
The campaign
The concept
It feels good to give
The act of giving brings us joy, as well as to those who receive it. We want to celebrate altruism by creating a campaign which makes it effortless and fun to give back, while driving engagement with the charity activations taking place in each city.
The execution
We decided to connect with our audience with beautifully shot, emotive photography that illustrated all the unique activations happening in each location — from toy and clothing donations, to food drives and volunteering — and celebrating cities with a varied casting of models to fit market needs.
Website
Organic social
Experiential
