uber sf

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Car service company that provides a premium,

on-demand ride service through the use of an smartphones app

linked to the customer’s credit card.

WHAT IS UBER?

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WHO ARE UBER USERS?

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Mid 20s to lower 30sDisposable incomeOwn a smartphoneLive in or near an urban areaCollege education.

OUR PRIMARY USER:

Convenience

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Needs: Convenience, reliability

Thinking: Premium cost vs. lost time

Doing: Active nightlife.

Sharing: Stories and memories (Social Media)

Convenience

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OTHER USERS: StatusDemographics: Similar except mainly males

Professions: Advertising, Tech Startups

Thinking: They’re in the “driver’s seat”

Needs: Image and social approval

Doing: Going out (dates, partners, business)

Sharing: Talk business, Bodily fluids ;)

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Consumer Perceptions

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Landscape)

Cabs)you)call))

Yellow)Cab)Luxor)Cab)DeSoto)Cab)

)

Apps)for)cabs))

Cabulous)Taxi)Magic)

))

Peer)ride>share))

Ly@))))

Car)Service))

Town)Car)!

Uber!)

$) $$$)

The Competitive Landscape

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Perceived Strengths

UBER Rocks!

enviable

effective

reachablecomfortable

classyyoung

freshfast

awesome

painless

friendly

tweet-able

reliable

stress-free

convenient

importantexclusive

safe

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...How do some people describe UBER?

“You are in San Francisco, do you really need a Town Car to ride in?”

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Somehow UBER is losing its steam...

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How do we get people to choose UBER over cheaper alternatives?

Our Team’s Challenge

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1) Raise awareness of Uber among the target market.

2) Convince these people to take the time to sign up and use the service.

3) Instigate consistent use of the service among Uber’s customers.

Our team’s objectives

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INSIGHT

During the workweek, Time is Money...

...On the weekends, Time is Priceless!

People value their time, and they especially value their free time on

their days off work.

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Wasted time on the weekends

leads to frustration, desperation and

regrets.

In other words...Thursday, March 21, 13

...People lose their Mojo

“Keep it groovy, Baby! Yeah!”

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You’re at the barlookin fly...

...downing drinkswith your boys.

Your game..?It’s spot on.

Of course.

You meet that girl on the dance floor...

...and you can tellit’s getting to be

that time...

Imagine this...

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You are ready to head backto your place... ...and the cab

never shows up.

Losing your cool = GAME OVER

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PRINT ADS

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OUT OF HOME/AMBIENT

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Social Media

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• When people experience an inconvenience on the weekend, they are losing more than just their money.

• They are losing their chance to relax, socialize, and enjoy the time they worked so hard to earn during the week.

thank you.

Ramiro Ramirez ADLibby Robertson CW

Kyle Koniewicz APSilvia Llano AP 5

Thursday, March 21, 13