CLIENT
Uber
1. Dan Greenberg - Marketing Manager
2. Andy Morley - ANZ Head of Marketing
3. Lucinda Barlow - APAC Head of Marketing
AGENCY
1. Kellie Box - Strategy Director
2. Celia Garforth - Head of Planning
3. James Sexton - Creative Director
4. Sarah Paris - Creative Director
5. Gilian Last - Business Director
6. Tom Martin - CCO & Partner
7. Julian Schreiber - CCO & Partner
EssenceMediaCom Sydney
SUMMARY
This campaign helped Uber unlock an entirely new revenue stream through their new membership product, Uber One, by challenging people’s innate psychological biases that were getting in the way of helping them save money.
This involved not only understanding our audience, but finding the most effective way to introduce a complex, unfamiliar product to deliver cut-through, connection and comprehension. The result? One of the most successful membership launches for Uber globally, delivering a 368% short-term return on investment and a lifetime membership value of $50 million USD in incremental revenue.
