Uber riders say ‘see you soon’ in newly launched brand campaign via Special Group, Sydney
Whether you’re running late to meet friends, rushing home to see the kids, or just heading home after a long day at work, there are moments when every minute counts. With more than 60,000 driver-partners on the road and an average wait time of under four minutes across Australia, you can rely on a ride when you need it most. This is the focus of Uber’s latest brand campaign with Special Group, ‘See you soon’, and how it provides certainty to 3.8 million riders across Australia, who rely on the ridesharing platform every day.
Says Steve Brennen, marketing director for Australia and New Zealand, Uber: “We believe that good things can happen when people move – opportunities appear, open up, and become reality. There are times when you need to get from A to B quickly and we are committed to helping Australians access the fastest pickup times possible. Given the high number of driver-partners who provide reliable trips every day, when Aussies are ordering a ride with Uber and saying ‘see you soon’ to their mates or loved ones, they really mean it.”
Says Tom Martin, ECD, Special Group: “‘See you soon’ is a simple, beautiful reflection of real life. Most of us don’t even realise how often we say it, particularly when
getting a ride with Uber.”
Says Julian Schreiber, ECD, Special Group: “It’s three words said every day by people regardless of age, life stage or situation. We knew this was a powerful sentiment that perfectly expressed how people feel about the reliability of the Uber app.”
Uber has been
operating in Australia for nearly six years, with riders and driver-partners firmly embracing ridesharing as a safe, reliable, and affordable way to get from A to B. Collectively, Uber driver-partners have travelled more than two billion kilometres on Aussie roads to date, bringing a wealth of trusted experience and knowledge to help
ensure riders get to their destination safely.
The campaign will run across TV, cinema, digital, social, OOH, live OOH and online radio. It will also be featured at the MCG during the AFL grand final.
The ad campaign follows Uber’s recent brand refresh that was rolled out globally, including a simplified logo for the Uber app. The updated design is easily recognisable for the millions of users that rely on Uber to help them get from A to B on a regular basis.
Client: Uber
Director of Marketing – Steve Brennen
Head of Strategy & Planning – Andy Morley
Head of Brand & Campaigns – Jenna Collard
Rides Brand & Campaign Lead – Franziska Pranke
Acquisition Marketing Manager – Jie Gao
Growth Marketing Manager – Antoine Boutineau
Rides Social & Content Coordinator – Vivienne Tan
Consumer Communications Lead – Megan Smith
Agency: Special Group
Executive Creative Directors – Tom Martin & Julian Schreiber
Creative Directors – Nils Eberhardt & Jack Nunn
Planning Partner – Dave Hartmann
CEO – Lindsey Evans
Managing Partner – Cade Heyde
Business Lead – Pip Shepherd
Account Director – Caity Cowper
Head of Production – Nick Lilley
Executive On-Screen Producer – Paul Johnston
Digital Producer – Sharon Gray
Senior Digital Creative – Jesse McLallen
Digital Designer – Nguyen Tran
Social Strategist – Lauren Houghton
Production – Film:
Production Company – Exit Films
Directors – Novemba
Prod Company Producer – Fiona Pakes
Post Production – The Butchery and Refinery
Editors – Rohan Zerna and Tim Chivers
Post Design – Drew Downes
Post Producer – Amelia Bromley
Sound and mixing – Sonar
Music Licensing – Level 2
Casting – Citizen Jane
Production – Stills:
Production Company – Flint
Photographer – Andreas Smetana
Executive Producer – Tim Berriman
Producer – Rachel Rider
Retouching – Cream Electric Art
PR agency – Sling & Stone
Head of Consumer & International – Kasi Reynolds
Account Director – Hannah Jackson
Media agency – MediaCom
Client Partner – Michael Waymouth
Client Leadership Director – Lynsey Mogridge
Strategy & Planning Director – Tim Hull
Marketplace Manager – Marie Fox
22 Comments
The fact that the Uber clients have listed 8 different people (more than the credits of some agencies for pieces of work on here) really tells you all you need to know about them
Nice simple ad. Good one jack.
This is a beautifully simple insight.
Didn’t know uber was bring out a production arm? Car pool. Not even Uber X.
Nothing special here at all.
Nice one guys. Keep it up
Snore.
Deliver a brand campaign for Uber – great opportunity, shit answer.
I saw these billboards tonight on my way home. Clean, smart and simple.
Great work.
Tough client
Pretty epic piece of film
Not.
Because it isn’t one of them.
Will never salute at award shows.
See you later
decent execution of a lazy strategy and insight, simply stating the bloody obvious.
When you’re the biggest in your category , you don’t need an unexpected strategy. You need to just remind people what you stand for, with a strong voice, which this does.
So, you want to tell people that you don’t have to wait long for a ride. Sure, this does this but fuck is it boring!. It’s what comes out of a planners mouth when they briefed it in “OK guys, bad idea, but here’s a thought starter……” the planner then describes your ad.
Lovely insight
thats a Lazy defence
Like it!
Dialogue sounds like a radio ad, visuals seemed irrelevant afterthoughts. Stop telling me everything so literally and create some actual believable scenes.
Why no anglo ausies in the ads?
checkmate
WHAT is the name of the song in this ad!?
Shame to see there are still some wankers in our industry that judge by the ‘awardness’ of work vs the commercial reality. Yes the piccies are a tad predictable verging on the cliche (apart from the girl getting out of bed) but this will work because it’s a simple, real benefit everyone understands. Hope it works and the business doesn’t fuck it up…