2019 Brand Experience & Activation
|Category||A06. Consumer Services/Business to Business|
|Entrant||DDB PARIS, FRANCE|
|Idea Creation||DDB PARIS, FRANCE|
|Production||ART BRIDGE / QUAD GROUP Paris, FRANCE|
|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|
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.
backgroundIn 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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