Making local media 'Uber contextual'

Client: Uber

With consumer research amongst target audiences in the North of England showing a high level of emotional affinity to local taxi brands and ​​misperceptions around Uber being a ‘London Thing’, we created a bespoke local media solution to a localised challenge.

Across 14 different northern English cities and towns, Uber ran a multi-media campaign that made the brand a relevant part of the local area and culture through a combination of highly targeted media and creative messaging that was tailored to local geography​, culture​ and dialects.

The result? Increases in key brand measures, including Brand Favourability, and a significant increase in incremental Uber trips taken across the 11-week campaign.

Showing that integrated media and messaging can make even the most global brand, one of the locals.