You can book trains on the Uber app in the UK as well as cars and bikes. You didn’t know? Neither does a large majority of the UK. Uber aims to change that with the launch of its campaign, Trains, now on Uber. Mother aims to change it by making the campaign irresistibly funny.
The campaign dramatises Uber’s latest feature by using behaviours and language that have become synonymous with everyone’s Uber experience – the awkward wave to the driver or the way you confirm you’re getting into the right car. The campaign plays on these, adding a new twist to reference the world of trains. The work also highlights that you get 10% back in Uber Credits on every ticket to spend on Trains, Rides, or Eats.
To embed the connection between Uber and trains, the campaign is running in outdoor and station takeovers. Nine of the UK’s busiest rail hubs and key commuter stations now house one of the largest rail-specific campaigns of recent times, with live location-specific messaging on digital screens to help passengers find the next departure to key destinations.
The campaign also includes to comedic films that show Uber users interacting with train drivers as if they’re Uber drivers – double-checking the booking name, asking to be dropped near the station.
The Uber Travel campaign will run in the UK until the end of the year, planned and booked by EssenceMediacom, Kinetic and JCDecaux UK.
Credits:
Client: Uber
Head of Marketing, UK Mobility: Ceili Hubbard
Marketing Lead: Will Hooker
Marketing Manager: Aldrick Degla
Creative Director, International: Dan Hennessy
Creative & Strategy Agency: Mother
Production Company: Biscuit Filmworks
Director: James Rouse
Producer: Benji Howell
Edit: Work Editorial
Editor: Charlie Moreton
Edit Producer: Lola Cookman
Post: Electric Theatre Collective
Colourist: Luke Morrison
Post Creative Director: Ryan Knowles
2D Lead: Amy Smith
Compers: George Gough, Pavel Vicik
Digital Media Producer: Victoria Pascual
Post Producer: Holly Treacy
Sound: Factory Studios
Sound Design and Mix: James Utting
Creative Director (Audio): Anthony Moore
Executive Audio Producer: Deborah Whitfield
Brand Agency: Wolff Olins
Media Agency: Essence Mediacom
