2019 Brand Experience & Activation

UBERTOYS

Short List
ClientUBER
Category A06. Consumer Services/Business to Business
TitleUBERTOYS
Product/ServiceUBER
Entrant DDB PARIS, FRANCE
Idea Creation DDB PARIS, FRANCE
Production ART BRIDGE / QUAD GROUP Paris, FRANCE
Credits
Name Company Position
Alexander Kalchev DDB Paris Executive Creative Director
Jean Weessa DDB Paris Creative
Melanie Pennec DDB Paris Creative
Jeanne Taillard DDB Paris Creative
Timothy Alexandre DDB Paris Creative
Claude-Henri Galbois DDB Paris Planner
Fabien Donnay DDB Paris Head of agency production
Paul Ducré DDB Paris Managing Director
Julie Haslé DDB Paris Account Director
Noémie Pitois DDB Paris Account Executive
Lucas Lahore DDB Paris Community Manager
Michelle Lamberti Uber Marketing Director
Julie Touyarot Uber Advertiser Supervisor
Pauline Rigommier Uber Senior Brand Manager
Lindsay King Uber Marketing Manager
Olivier Bassuet Art Bridge – Quad Group Executive Producer
Claudia Traeger Art Bridge – Quad Group Production Director
Nabia Amraoui Art Bridge – Quad Group Coordinator
Nataly Aveillan Art Bridge – Quad Group Post-Production
Gabriel Dugué Art Bridge – Quad Group Director
Arno Roth Art Bridge – Quad Group Production Designer
Balthazar Lab - Cinematographer

Why is this work relevant for Brand Experience & Activation?

UberToys allowed to customers to restore the magical feeling they had back in the days, when they ordered an Uber for the first time and a car came right at their location point.

background

In 2011, Uber was launched in France and it felt like magic to have a car available at the tip of your fingers. Eight years later, there are dozen of ridesharing apps, and the magic of Uber was gone, mostly replaced by people complaining on social media about the service. In this context and to renew the passion of customers who used to see Uber as an innovative brand, we had to bring back magic to the streets.

Describe the creative idea (20% of vote)

That’s what’s UberToys did. Six life-sized Toy Cars offering rides in three big cities : Paris, Zurich and Vienna, over one month for free.

Describe the strategy (20% of vote)

Our Target Audience was every Uber customer of Paris, Zurich and Vienna, and more globally French, Swiss and Austrian people who saw the campaign online thru UGC and the two films we made to promote UberToys.

Describe the execution (30% of vote)

It started with a Launch film that unveil the possiblity to order an UberToy, and a first wave of influencers that had the privilege to ride with an UberToy. After that, we released the six cars for ten days in each city : Paris, Zurich and Vienna. Every Uber customer could order an UberToy if the car was available.

List the results (30% of vote)

The effect was incredible and in just a week the number of positive interactions with Uber went from 23% to 88%. Brand Favorability increased by 17%, that’s a huge number in the car sharing industry, UberToys reached more than 230m PR Impressions.

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