Uber For Business
Managing corporate travel is full of never-ending complexities, and all of that anxiety falls right into the laps of travel managers. Uber for Business has the tools to make their lives easier — but no one knows about it. We partnered with Uber to launch their first brand campaign and prove to travel managers everywhere that no matter what they’re up against, “We got you.”
The Challenge
Uber For Business has a compelling product to offer, but a lack of awareness and understanding prevented their audience from engaging.
Understanding the Audience
From talking to stakeholders to researching the audience and product offering in depth, we learned that travel managers are an integral part of their organization’s success, yet their impact goes unrecognized. They don’t just manage travel — they manage people. And they care deeply about the experience and well-being of their travelers.
Travel managers value technology partners that not only provide a consistent, reliable experience, but help drive business impact and continuously innovate to improve the travel process for themselves and their employees.
The Idea
Show that we deeply understand the trials and tribulations of the travel manager — and prove that we have their back.
Establishing the brand
While Uber is an iconic global brand known around the world, Uber for Business lacked the recognition to truly stand out. We curated a set of distinct moves for the brand that maintained consistency with the Uber parent brand, while also carving out a unique presence.
Using spot-on audience insights and a compassionate tone, our messaging was designed to forge an immediate connection with our travel managers. From questions aimed to provoke, to validating insights that connect back to the benefits of using Uber for Business.
Spreading the word
To meet our audience where they live (and work), we produced out-of-home experiences and campaign touchpoints in major markets throughout the US. Takeovers spanned across print, digital billboards, kiosks, metro, connected TV, and all over social media.
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I can’t even remember the last time we worked with a team that created something so seamlessly—it was huge for us to be able to count on Instrument during this transformative moment for our team.
Our Role
Design
- Art Direction
- Visual Design
- Motion Design
- Creative Direction
Content
- Copy Writing
- Video Production
- Photography Production
- Post Production
- Sound Design
- Music Production
STRATEGY
- Integrated Marketing Strategy
- Content Strategy
- Social Strategy
- Audience Research
- Media Consulting