After a couple of years of disrupted vacation journey, many might have forgotten how a lot the season takes out of us. As households collect collectively below one roof once more, Uber is reminding us it’s prepared in case you want a break.
To rejoice its newly launched platform, Get Your Journey Proper, Uber has a brand new marketing campaign with company Johannes Leonardo. “The Getaway” highlights the Uber Reserve possibility, which lets customers schedule rides as much as 30 days upfront.
The ride-hailing service launched a 3-minute spot that comically approaches the fragile circumstances that make slipping away troublesome. The quick movie mirrors a film trailer full with posters exhibiting protagonists Sarah and her boyfriend Adam executing their getaway plan.
Dodging private questions and angsty teenagers, they attempt to escape as soon as they’ve had their fill of meals and household time. The ultimate scene ends with the couple making some elaborate strikes, together with shedding some footwear, with a purpose to make their getaway of their Uber Reserve.
The marketing campaign additionally kicked off with an Excuse Generator takeover utilizing the query sticker on Instagram to offer individuals an excuse to make their very own private getaways.
“We all know the most effective promoting doesn’t really feel like promoting. We’ve got to interrupt by means of and entertain, or it’s not value doing,” Nick Silver, mobility advertising head at Uber, instructed Adweek. “So we determined that we wished to lean in and exaggerate these emotions by means of a extra cinematic strategy, referencing heist and getaway movies like Ocean’s 11 and Drive.
“Our aim was to convey to life that feeling of pulling off a high-stakes heist … or escaping Thanksgiving after you’ve reached your restrict. As planning is a key component in each, connecting these dots was seamless as a result of Uber Reserve is all about planning and reserving your experience forward.”
Sweetest escape
The Get Your Journey Proper platform is one other means the ride-hailing app is constant to adapt to the on a regular basis wants of the customers. Uber took an analogous strategy when unveiling its further providers in Could as customers can now order gadgets by means of Google Assistant, decide up meals at choose sports activities stadiums and reserve a bus for group journey.
Regardless of a change in advertising management after the model’s former CMO Thomas Ranese exited in January, Uber’s distinct, nearly cinematic strategy to branding has remained steadfast.
“As a marketer, I’m all the time taking a look at each facet of the marketing campaign’s efficiency—what number of impressions has it generated, are we focusing on the appropriate viewers, is the message clear, are we rising the attention and adoption of the product, are we shifting the needle?” Silver instructed Adweek.
You possibly can view “The Getaway” on the model’s YouTube channel and comply with alongside on Instagram to see the outcomes of the “Excuse Generator.”
