New Year's Eve 2016

Creating the campaign for Uber’s biggest night of the year

New Year’s Eve is Uber’s Super Bowl—the biggest night of the year. For riders and drivers, it’s extremely important to prepare them for the night. For riders, we want to give them tips to save money, and convince them to choose Uber as their form of safe transportation. For drivers, we want to convince them to drive, and ease any safety or other anxieties they may have.

However talking to drivers and riders, there are a lot of things to consider to make it a global campaign that Uber can customize based off of the market—and that’s where we came in.


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The problem

As a 3 person team, with one brand designer and one marketing copywriter, Uber needed a global campaign that could prepare riders and drivers for NYE.

Our key considerations:  

For riders, many in the past have felt burned by surge, over-paying and feeling that Uber may have taken advantage of high demand times. So in response, we want to make sure they are prepared with money saving tips and choose Uber. Also per city, there’s different demand expectations and rider products that are available. 

And for drivers, NYE can be a stressful night to drive and be on the road. But ride requests are at a different pattern than most “busy” nights, so we wanted to ensure they knew the best times to drive and convince them of the extra earning potential.


The process

Once the core team was established, the three of us worked to create a couple concepts to pitch to design and marketing leadership.

After we established a direction, we created a look and feel that could be connected, but intentionally distinct for both rider and drivers.

And then we quickly put together a photoshoot, and I co-art directed (and hand-modeled) to get the visuals we needed for our concept.

As the lead CRM designer, I worked directly with marketing manager and operation teams to understand the variations needed for different markets depending on product feature availability and its expected demand.

Campaign look and feel

Campaign look and feel


The final campaign: “Where to? 2017”

For riders, we created a globally scalable campaign that would set price expectations and give them tips to avoid surge. 

We intentionally stayed away from photography of a specific market, so that this could scale agnostic to the market.

The goal was to feel light, celebratory, and optimistic as riders looked to celebrate the New Year.

 
Rider communication

Rider communication

 

For drivers, we created a 3-email campaign to prepare and convince them of the benefits of driving on NYE.

The goal was to remind them that it’s a great night to earn, give them tips around timing and what to expect on the night, and thank them for driving after NYE. In each of these communications, we made strategic tweaks based off of markets and the driver’s specific lifecycle stage.

Driver communications for new drivers, “Save the Date,” “Driver Guide",” and driver thank you

Driver communications for new drivers, “Save the Date,” “Driver Guide",” and driver thank you


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Additional driver visuals:

  • Week-of Incentive communications

  • In-app communications

  • Paid advertisements

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