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Uber

The Uber brand is seen in France as a US Silicon Valley giant with thundering success, certainly, but which sometimes uses force without necessarily listening to and worrying about others.
"People love the product, not the brand"

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In September 2017, DDB Paris created the very first major campaign of the brand in France which makes us discover a new face of the brand.

An ambitious and national campaign that reflects on Uber’s journey in France in recent years, and which announces the strategic shift initiated in recent months: A brand less infallible, more humble, more mature, more attentive.

An integrated campaign with a 60 sec film that installs the posture and message in TV and cinema, and 6 print ads (display and press) that enrich this message with proof.

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This film is the story of Uber in France. A brand that has been fast, sometimes too fast. A brand that has tried a lot, but also learned a lot. A brand for whom test & learn is a corporate culture. And it is this truth that we chose to reveal and share with the French.

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A strong PR campaign which generated more than 30 articles with a general sentiment that was neutral to very positive.

A video with more than 17 millions views on the internet in total.

For now, Impact results on the brand image are outstanding: according to a study by Yougov led between September 18th and October 19th 2017 on 195 people exposed to the advertising campaign and 699 people not exposed.

A campaign that made an impact : +9,8 points on the Advertising Recall score. It is twice the score that Yougov usually observes.

A campaign that knows how to convince : a clear increase was measured in the key items : Improvement of the brand image : -14,4% to +1,3% Recommendation rate on the rise : -7,9% to +10,8% Positive impact on the client’s experience : -6,1% to +3,5%

Early business results are very strong: weekly signups increased by 10% for the first 3 weeks of the campaign .

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