uber pr campaign 2014

EVERYONE’S PRIVATE DRIVER

UBER

Charlotte Binoux, Vanesa Kuchta, Sophie Marsolais, Kelly-Anne McDougald and Andréanne Sirois-Carey

AGENDA

ANALYSIS

THE CAMPAIGN

IMPLEMENTATION

OVERVIEW + BENEFITS

source: uber.com

ANALYSIS

+

New conceptBenefits

Global Expansion

No car logosPrivacy + Confidentiality

Competition Upgraded technologies

-

PRESENCE IN MONTREAL

1. Prevalent social media2. Promo codes & Discounts

a. #8DaysofGiving with Banana Republic

20$ off for new users or

10% off for users

3. New city = Free week

source: uber.com

ISSUE

WEAK PRESENCE IN MONTREAL

-MODIFY

BEHAVIOUR HAILING CAB VS. REQUEST[ ]

GOAL Make Uber THE taxi service of choice.

OBJECTIVES

Introduce service.Create awareness.Create excitement.

RESEARCH REQUIRED

TAXI BEHAVIOURS IN MONTREAL

CONSUMER PROFILESSURVEYS 

FOCUS GROUPS

TARGETED AUDIENCES

MEDIALUX UBERX

EVERYONE’S PRIVATE DRIVER

Strategies

1. Introduce service through event sponsorship.

2. Create excitement with online contest.

3. Create awareness through shares &

promos.

CANADIENS PARTNERSHIP

SPONSORED GAMEFREE RIDE - TO/FROM FOR CORPORATE LODGE OWNERS

#UBERSELFIE514

1 – CREATE UBER ACCOUNT

2 – TAKE A #UBERSELFIE514

3 – LINK & SHARE

source:http://statigr.am/

HOLIDAY TREAT

GIFT OF UBER CREDIT AS A STOCKING STUFFER /

CORPORATE VOUCHER.

IMPLEMENTATION

PHASE 2

PHASE 3

PHASE 13 - Mid-January

• Evaluation Period• Continual online monitoring• Maintaining activities • Generate ideas for Valentine Day’s promotion1 – Mid-October

• Campaign organisation• Generate promotional material (magazine ads)• Begin Beta testing for user feedback • Personalize app and website for Montreal content• Work with Canadiens organisation for game sponsorship

2 – Mid-November

• Official campaign launchLaunch #UberSeflie514 contest – monitor entries

• Prep work – Canadiens Game night • Online surveys (throughout)• Send reminders to users for “Holiday Treat” feature

PROJECTED BUDGET

Magazine AdsSponsorship (Canadiens

Game)

Promotion (Promo Codes)

Outdoor Advertisements projected

Online + Blog Design

Administrative Miscellaneous costs

Contest

Mobile Application Personalization

Total $500,000

EXCITEMENT

CONTEST ENTRIES

FEEDBACK & ONLINE

RESPONSES

INTRODUCTION

CREATED ACCOUNTS

DAILY REQUESTS

AWARENESS

SHARED PROMO CODES

TIME SPENT ON SITE

EVALUATION METHODS

HTTPS://UBER.COM/INVITE/9BODK

SHARE IT

REFERENCESBroom, G., Cutlip, and Center. Effective Public Relations (11th Edition), Prentice Hall, 2009.

Pitts, C. (2013). Lecture of Crisis Management. Personal Collection of C. Pitts, McGill University, Montreal, QC.

Getty Images. (2013). Background Images retrieved http://www.gettyimages.ca/creativeimages/royaltyfree on November 25, 2013.

Statigram. (2013). UberSelfie. Retrieved from http://statigr.am/tag/uberselfie/ on November 26, 2013.

Statistics Canada. (May 7, 2009). Taxi and limousine services, operating statistics, by province and territory. Retrieved from http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/trad49a-eng.htm on November 23, 2013.

The Canadian Press Stylebook (16th Edition). The Canadian Press, 2010.

Uber. (2013). About Uber. Retrieved from https://www.uber.com/about on November 25, 2013.

Uber Blog. (2013). Ubertaxi has people talking. Retrieved from http://blog.uber.com/free-montreal-taxi on November 22, 2013.

Uber Blog. (2013). Montréal, ta semaine de taxis gratuits est ici. Retrieved from http://blog.uber.com/city/north-america/montreal/ on November 22, 2013.