The shift from ownership to access has given rise to membership brands.
Uber Pass offers mobility and delivery solutions on a monthly subscription basis. For the global launch of Uber Pass a visual brand system and positioning needed to be developed.
The new proposition, visual identity and tone of voice reflect the concept of one membership to go anywhere and get anything, no matter the time or location.
For the Pass identity a global positioning and marketing framework was developed, together with a visual brand language to unify all touch points. The identity had to marry the brand with the offering. It had to be variable yet systematic and bulletproof. It had to be visually striking, adapt to any format and hold up to interpretation by external agencies and vendors around the globe.
The solution: Go and Get with arrows as a visual metaphor and identity system in one. It implies both the mobility and delivery offering and the infinite choices one has.
2020 was the breakout year for the Uber Pass identity, launching to millions of members across the globe.
Uber is all about making real life easier to navigate. Uber Pass is all about making go and get even more simpler by offering the best Uber experience. The marketing campaigns highlight daily scenarios, where Uber Pass makes a difference.
The create awareness of the membership local marketing campaigns were launched, supported with CRM, in app communications, performance media and educational content for social media and more.
All these elements were produced by a host of different agencies around the globe and guided by the Uber in house creative team.
UberFrench Brand Campaign
The Uber brand in France was associated to the American tech mantra of move fast and break things. However, people who used the service also knew that the brand is customer obsessed, values feedback, and keeps trying new things to learn and improve. A rich and true territory to tell our brand story, supported by proof points to create engagement.
Campaign insight; Uber is customer obsessed and wants to move forward with you.
Working close with the Uber marketing team in Paris we selected DDB as the agency to bring the campaign creatively to life. At the heart of the campaign was a film by acclaimed director Niclas Larsso, that would take the viewer beyond the obvious surface and focus on what really matters; the journey to better - #AvancerAvecVous.
The media strategy aimed to get high impact combined with mass reach and frequency. The film was used for high impact. Social media and out of home featured high reach content. These pillars installed the campaign message and provided wide visibility with repetition over time.
creative challenge; Create engagement while keeping a humble, inclusive, and authentic brand tone of voice.
Social media supported the campaign with proof point content. Creating brand engagement while keeping a humble, inclusive and authentic tone of voice. Communicating the campaign message while turning negative perceptions into opportunities to learn how Uber is always working to improve as a service and company.
Owned channels like Uber.com, digital news room and the Uber rider app built out the campaign brand story with facts and context to illustrate how Uber has improved service and responsibilties in the 6 years it has been active in the French market.
Each touch point had to convey the campaign philosophy of being customer obsessed and always improving.
Existing users recieved two waves of communication through CRM. Wave 1 consisted of the written brand manifesto and a link to the campaign film. Wave 2 featured a personalized follow up in which Uber thanked customers and asked actively for input on what to improve .
As a result of the campaign people wanted to learn more about the brand; driving high traffic to the campaign website and positive email responses. Going forward Uber needs to keep delivering on proofs points around the proposition of “Avancer Avec Vous”. With the intention to establish a true strategic shift, and not a one-shot campaign. Emphasizing the human side of Uber, ultimately creating more sympathy and an emotional connection.
The #AvancerAvecVous campaign went on to win a Silver Effie Award in France
UberElevating the human story behind driver partners
Uber drivers come from all walks of life. Whether they drive to support their passion or to earn extra cash, each story is unique and inspiring. Elevating the human story and motivation why people partner with Uber was the focus for three EMEA drivers Stories.
To find the most inspiring true human stories we had to find the most valuable aspect first – the story tellers.
Telling a true story that is valuable and relevant for potential Uber drivers was the objective. Creating connections at scale through various platforms, channels and media with content that reflects the audience their thinking, values, people and communities they care about. The team set out to find the most compelling stories for each sub-region; Russia, Middle east and South Africa. Interviewing drivers to get to the why they partner with Uber. Focussing on topics that drive conversation and consideration. To bring the stories to life we teamed up with leading directors from around the globe.
Passionate philanthropist and Uber drivers Abdulla Sultan was followed three days around Riyadh by director Maceo Frost and crew to tells his story of an aspiring student at the university while starting his own charity organization.
...I love taking people around Riyadh,
I really feel like I’m helping people. — Abdulla Sultan, Uber driver, Riyadh
Cape Town is my office now. There’s nothing I love better than being out on the streets, meeting people from all walks of life... — Mehboob Adam, Uber driver, Cape Town
Family man Mehboob Adam showed us around his beloved Cape town, captured by director Brett de Vos. Exploring the many faces of South African culture.
Dreaming of being listed one day in the Forbes 500, fleet owner Maxim Zaripov has high ambitions. Our first interview with Maxim was due to take place at a park near his house. But a few inches of autumn snow had fallen overnight, providing a cinematic backdrop for director Julian King and his crew to capture the story of Maxim.
A content delivery plan to be #1 for customer queries such as “driver stories” or “driver reviews” in the EMEA region.
Besides the beautiful, imaginative, and thoughtful directors cut, alternative versions were created to meet the contextual expectations of the media placement. Amplifying the films with owned, earned and bought media. Encourage prospect drivers to convert in the sub-regions with content that is relatable and transmits a positive sentiment.
The KSA driver story proved to be such a succes, alternative edits were created with the focus on 'Celebrating cities', 'Safety' and 'Ease of use' for riders. These rider stories were showcased to the more than one million visitors of the the Al-Jenadriyah cultural and heritage festival in Riyadh.
UberEMEA Brand positioning
A consistent brand character and visual identity is crucial for building a global brand. In true startup style Uber had launched a brand identity but lacked a clear defined brand character. This was problematic, especially in a mega-region like EMEA with 42 country marketing teams. One unifying brand positioning was needed for all Uber EMEA markets to rally behind.
launching a brand platform for all 42 EMEA markets to give direction to future campaigns and communications
When a brand does not communicate a clear brand narrative, the void will be filled by others opinion leaders. This was the situation the Uber brand was faced with. The only prudent action was a to define the EMEA Uber brand narrative on which markets could be build out with campaign and brand positioning tactics.
With brand consultancy agency EatBigFish and Iposos we defined and tested various brand propositions. The final brand proposition was backed by strong consumer insights and lay the foundation for a platform to develop campaigns off. Allowing more inspiring storytelling with a clear consistent narrative across all EMEA markets.
The brand idea ‘Where to?’ is about opening up possibilities for riders, drivers and cities
On one hand, the phrase is a simple refference to the rider app. On the other, it’s an inspiring descriptor of our ever-changing reality. To bring home the context, emotion and feeling of ‘Where to?’ a manifesto film was composed and presented to all EMEA marketing managers during the 2017 Uber EMEA Marketing summit.
Our identity solution for ‘Where to? was a simple addition to the existing identity. The line, positioned under the Uber logo accompanied by the trip square and dot. Reffering back to the app tripline and transportation solutions that are in service of our customers. The flexibility of the identity presents an exciting opportunity to create bespoke executions for specific uses.
From placement under the Uber logo to in app usage. Customizable placement of brand idea line is a smart way to keep it relevant and evolving.
The beauty and adaptablility of the identity proved itself in various country campaigns created with various advertising partners. Markets embraced the ‘Where to?’ positioning, aligning on concepts and executions with various campaign and communications under one brand character. Claiming an unifying brand narrative EMEA wide.
UberIntroducing Uber Bounce to Russia
Uber Bounce — easily ordering an Uber for anyone — was introduced to the Russian market over the holidays. End of year holiday preparation stress was the perfect context to launch this app feature. Providing an easy solution to get family and loved ones where they need to be without all the fuss transportation can give.
The focus audience were existing users who could introduce Uber through the Bounce feature to their peers.
The campaign ran in two phases, featuring a hero protagonist couple who would send Uber Bounce rides to family and loved ones. For each phase different content was created. Phase one focusing on the period around the festive days and phase two on the lazy holidays that follow.
The campaign was brought to life with the support of BBDO Moscow and Director Egor Abramenko. For the video’s it was key to get viewers to identify with our hero characters — through local styling and visual clues that are connected with the New Year and the characters’ demeanor. Uber users would recognize themselves in the hero characters, while providing a smile at the ironic demonstration of people’s laziness.
The challenge was to create an entertaining tension between the exhausted heroes and their demanding context.
The second phase kicked off in February highlighting lazy weekends. Where phase one was composed out of carefully crafted composition, magnificent light scheme and colors. The second phase used a more direct approach and was positioned as an enforcer to strengthen muscle memory of the Bounce feature.
Tommy HilfigerA new digital platform to revolutionize the traditional sales experience.
The digital showroom revolutionizes the sales experience for retailers by offering them a more engaging and seamless buying approach. The interactive system blends collection information, sales tools and brand content in one seamless touchscreen interface.
Our new digital showroom concept completely establishes a new fashion industry benchmark for business to business sales. — Daniel Grieder, CEO, Tommy Hilfiger
The centerpiece of the digital showroom is a touchscreen table which connects to a wall-to-wall ultra-high-definition 4K screen. Customers can digitally view every item of the collections and create custom orders. The interface allows for in-depth discussions on styling, merchandising and deliveries that are tailored to each client.
Tommy Hilfiger launched the digital showroom on January 2015.
The company has established a global roll-out plan to expand the concept into markets worldwide.
Complementing traditional sales tools with brand content, the digital showroom immerses customers in a total brand experience. Showcasing a full seasonal brand story while reducing the environmental impact with scaled down sample creation, roll back on supply chain, manufacturing, product shipping and packaging.
Tommy HilfigerCreating a new buzz with #TOMMYxNADAL
A pop-up tennis event with a twist was staged in the center of New York to create a digital buzz around the introduction of the new brand ambassador Rafael Nadal. The 14-time Grand Slam winner faced off in several rounds of tennis with top models all dressed in custom Tommy Hilfiger looks. Each time a team scored a point their opponents stripped down, unveiling the new Tommy Hilfiger men’s and women’s underwear collection.
…we’ve always brought a unique twist to our advertising. Today’s event continues our tradition… - Tommy Hilfiger
The digital element of the campaign was revealed just after midnight on August 25 through the brand’s (social media) channels. Including a live Periscope feed from the event and an exclusive collaboration with Funny or Die, bringing a new perspective to the traditional red-carpet Q&A in a series of videos that were launched in the days after the event. All digital communicates pushed to the dedicated event landing page on Tommy.com
The campaign launch made #TommyXNadal a trending topic on social media.
With +382M impressions and 32K mentions globally on Twitter, +71M global impressions on Instagram and +40M global Facebook impressions.
Calvin KleinEstablishing a premium brand & shopping destination.
Launching the European CalvinKlein.com with a responsive design to deliver an optimised experience for both desktop and mobile. The site design is based on the premium brand look and feel. Allows for localisation by product offering and site functionality to meet consumer preferences and needs within each individual market. Social media content is integrated throughout the site to push and support the global marketing efforts.
The project included the complete user journey, from homepage to checkout with the strategy of integrating brand content and commerce at the heart of it all.
Tommy HilfigerBlurring the lines between ecommerce and lifestyle.
Tommy.com recieves over 40 million visitors a year. Making the website the most visited flagship store of the TH brand. In order to increase reach a strategy was developed to broaden the variety of content and merchandise to appeal to a wider variety of customers. With the end goal being a personalised digital journey for each individual visitor.
A new generation of customers doesn’t separate shopping and browsing - purchases are made as they read, watch, browse & share. — Forbes (strategy insight)
The product page is the new homepage, as an increasing number of consumers bypass the homepage to land straight on the product page. One of the goals was to elevate product pages to the fullest expression of the brand while not loosing track of the shopping objective. Content formats were developed. From aspirational brand vision & lifestyle to functional content like quick tips and styling advice. Through this set up bi-monthly site refreshes in 10 languages can be realised with a relative small team of designers and copywriters, delivering new and relevant content that is aligned with the brand’s DNA.
Newsletters are key in any content strategy. Communicating the right message with copy and layout while finding a balance between brand and commerce that feels inclusive instead of intrusive.
The strategy placed TommyHilfiger.com in the top 10 of L2 Digital IQ Index: fashion.
According to L2 inc. who publishes each year a top 10 of the best performing fashion brands online: ’...Tommy Hilfiger takes advantage of email technology to deliver a seamless and personalized experience. The brand garnered the highest email frequency in the index, 7.8 emails over a three month period vs. the index average of 1.7. Advanced email personalization links user actions on site to inbox missives, recommending similar products visitors may have missed or sending sales alerts on products that did not convert (the first time).”
Covent GardenCreating a digital home for London’s world class district
Situated in the heart of London’s West End and attracting almost 45 million visitors a year, Covent Garden is an ambitious, long-term project aimed to transform the area into a premiere retail and lifestyle destination. Key in this transformation is the website www.coventgarden.london as the journey for many visitors starts here.
Covent Garden is established as a leading destination for global brands wishing to come to London... — Ian Hawksworth, Chief Executive of Capco
The website focuses on the district’s unique offering across four areas: Heritage & Architecture, Entertainment & Culture, Fashion & Retail, and Food & Beverage. Providing an up-to-date agenda from street performances to special pop-up events. Tell the heritage story, stretching back to the 16th century. Creating a welcoming and informative experience of all that Covent Garden has to offer.
Tommy HilfigerA perfect brand experience on all devices
In 2014 mobile overtook desktop computers as the device most used to access the internet. For Tommy.com mobile traffic (tablet and mobile) has been rising steadily over the last years. Putting mobile at the heart of digital interaction with the brand. From consuming brand content, product research (while instore) or buying a product, the shop and brand experience needs to be optimised for any device.
Optimizing the tablet and mobile journey resulted in higher click through rates of 20% and 30% and increasing revenue with 110% and 120%.
Our focus on giving customers a seamless shopping experience is paying off. — Daniel Grieder, CEO, Tommy Hilfiger
For Tommy.com responsive design templates have been used. This approach allows a single template to be designed and developed for multiple devices by using intelligent coding and screen optimised designes.
ShellReducing car emissions and fuel consumption with gamification
Shell briefed Iris to devise a small-scale customer loyalty scheme aimed at encouraging drivers around the world to to capture journey data on their mobile phone. Drivers would send the information to their PC to gain insights on their driving behaviour. Shell wanted to leverage this information by tapping into the growing consumer desire to reduce fuel consumption, CO2 emissions and safeguard the environment.
The idea was to analyse how consumers drive and suggest improvements to reduce their CO2 emissions, get better fuel economy and earn rewards from Shell with every fill up at the gas station. Although the app is a highly technical product, the creative challenge was to emphasise that the service is a fun thing to use.
Local activation was done by the use of the Shell country ambassadors. These local celebrities would feature in commercials and online campaigns to promote the usage of the FuelSave app. Autonomy was given to the local markets to make the brand message resonate. The markets could determine which promotions to feature in their territories to get the highest impact.
ShellActivating the digital Everydrop campaign through native content.
Petrol and diesel are difficult products to get consumers excited about. The campaign goal was to become part of the existing vibrant online motoring communities conversation and help people get the most out of their cars (and actually use less fuel) while delivering the campaign retail message “get the most out of every drop”.
Partnering with Yahoo to build a dedicated channel called Drive Smart. Local editors created new content that was relevant for local users. Yahoo editors treated Shell’s content as their own, promoting it in highly coveted locations.
By listening to their audience and creating engaging native content, Shell thrashed its target of 1 million visits by 350%.
Brand consideration and preference among Shell users increased by 24% and 15% respectively and purchase share rose by 25% in key markets. Brand preference and consideration amongst non-Shell users also increased by 33% and 23%.
NikeBringing the iconic ‘just do it’ to Russia
The campaign ‘Just Do It’ was introduced to the Russian market. In western cultures this statement is well embedded with the Nike brand. In Russia the statement still had to be made. Sapient Nitro shot the above the line commercial. The digital team worked on the below the line activation to make the campaign resonate and embed 'Just Do It' with the Nike brand in the Russian market.
With the digital team an online social campaign was launched directing Russian youths to the 'Just Do It' hub. Here they could connect, create sporting events and invite one another. The site was an instant success, with the social arm of the campaign swamped with eager participants.
DieselFinding the right fit through an inspiring brand experience
Back in 2006 Diesel requested a re-skin of their existing HTML Denim fit guide.
Next to the HTML re-skin designs another proposal was presented that combined the power of the campaign images with the dynamic possibilities of Flash. Impressed by the new concept, Diesel doubled the project budget and gave a green light for the newly proposed brand experience
The spring/summer fitguide recieved the Favourite Website Awards (FWA).
As a result of the success of the Spring/Summer guide we received the brief for the follow up Fall/Winter fit guide. A copy of the book Fifty was send with the new brief. The book, published in celebration of Diesels founder Renzo Rosso’s 50th birthday, was signed by mr. Rosso himself with a thank you message for the delivered project.
...Thank you for a great project. – Renzo Rosso, “Jeans Genius” & Italian fashion entrepreneur