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UBER
Smart technologies increase offline media efficiency

RAN IN: Russia

CLIENT
UBER Technology

AGENCY
OMD Media Direction *Lead Agency


Media Direction Group *Lead Agency


Code of Trade


oneFactor


Media Direction Programmatic


SUMMARY

In a highly competitive market what media mix a high-tech company like Uber should use to reach the two main goals - brand awareness and usage growth? The classic mix: TV+OOH+Internet. But is it possible to increase OOH efficiency? We found a solution by combining mobile operators Big Data with our own Programmatic platform and invented Smart Digital OOH. As a result, we managed to target TA more accurately and increased conversion into Uber users significantly in comparison with region where classic OOH advertising was used.

CASE VIDEO


Audience: Young and progress-minded people 18 to 40 years old who use taxi services.  

Objectives: UBER's main business goal in Russia was market share expansion and more UBER service users through aggressive advertising communication with the TA - active taxi users - while a broad communication with no targeting aimed at all taxi users couldn't provide the necessary conversion rate. Media-objective: find new opportunities to increase offline-media Affinity (where it is possible) for taxi-services users increase offline-media Affinity by at least 30%.  

Type: B2C

Language: English, Russian