People leave personal items in Ubers from time to time. Most often, they’re returned quietly. But when they’re Kylie Minogue’s purple Tension Tour gloves and Lando Norris’ lime green racing helmet and you ask the whole of London to find them? That causes a sensation. Mother has created a fiendishly clever way to highlight the prestige plus accessibility of its Uber Exec service, and get all London involved in the message.
The campaign, Lost and Found, set everyday Londoners out on a treasure hunt to find Minogue’s gloves and Norris’ helmet. People mapped out plans, rode in Uber Execs, shared on social media…and two lucky people found the items.
Meanwhile, the message spread that anyone could ride in an Uber Exec.
Maya Gallego Spiers, UK marketing director at Uber, explained, “Uber Exec is for anyone who wants to elevate their journey, whether it’s a special occasion or just because. By partnering with Kylie and Lando, we’re showing that the same premium service celebrities choose is accessible to all Londoners.”
As an added incentive, Uber offered 25% off all Uber Exec rides in London throughout the campaign period.
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Credits
Client: Uber
Head of Marketing, UK Mobility: Ceili Hubbard
Marketing Lead: Anna Drake
Marketing Associate: Ben Paterson
Operations Manger: Will Mintram
Social Media Content Creator: Maciej Sienkiewicz
Creative Agency: Mother
Production: Mother
Photographer: Marloes Harmaans
Studio: Big Sky Studios
Activation Company: Realise
