Client: Uber
Uber: Driving Brand Awareness and Loyalty in Nairobi

Introduction: Partnering with Uber for Safe and Convenient Transportation

Uber, the world’s leading ride-hailing app, sought to deepen its presence in Nairobi by engaging young professionals with targeted campaigns that emphasized convenience, reliability, and safety. Charleson Africa, as the premier 360 marketing agency on the continent, was privileged to collaborate with Uber on a campaign designed to amplify brand awareness, foster user loyalty, and promote responsible drinking through the “Do Not Drink and Drive” initiative.

The Challenge: Capturing Attention in Dynamic Social Settings
While restaurants and bars are key venues for reaching Uber’s target audience, engaging individuals in these settings presents unique challenges:

  1. Audience Engagement: Young professionals tend to focus on socializing rather than digital media while dining or partying.
  2. Promoting Responsible Behavior: Encouraging safe transportation options required a balance of educational messaging and a seamless customer experience.
  3. Driving App Adoption: Creating compelling reasons for non-users to try Uber while building loyalty among existing users.

The Strategy: Multi-Faceted Campaign Integration
To meet these challenges, Charleson Africa developed a comprehensive campaign that integrated digital and physical marketing tactics to capture attention and drive results.

Target Market
Young professionals in Nairobi, Kenya, identified as the demographic most likely to use Uber for transportation to and from social venues.

Objectives

  1. Enhance brand awareness and familiarity at restaurants and bars.
  2. Motivate first-time app usage among new users.
  3. Build loyalty by creating seamless transportation experiences for existing Uber users.

Execution: Digital and On-Ground Synergy
Digital Campaign

  • Targeted Social Media Ads: Ads displayed to users searching for restaurants or making reservations.
  • Interactive Contest: A social media contest allowed users to win free rides to their favorite dining spots by using the Uber app, driving engagement and adoption.

On-Ground Campaign

  • Venue Branding: Collaborated with select restaurants to place branded coasters, napkins, and signage featuring Uber’s logo and app information.
  • Staff Training: Trained restaurant staff to introduce Uber to patrons and distribute promotional materials.

The Results: Transformative Impact on Uber’s Market Presence
The campaign delivered measurable success:

  1. Increased Brand Visibility: Share of voice increased by 60%, as reported by Meltwater analytics.
  2. Boosted App Usage: Uber app usage rose by 30%, demonstrating the campaign’s effectiveness in driving engagement.
  3. Promoted Responsibility: The “Do Not Drink and Drive” initiative strengthened Uber’s positioning as a safe and reliable transportation option for nightlife.

Conclusion: A Campaign That Moves the Needle
Charleson Africa’s partnership with Uber exemplifies how a well-coordinated strategy can deliver impactful results in a competitive and dynamic market. By combining digital innovation with physical presence, we successfully engaged Nairobi’s young professionals and solidified Uber’s leadership as the preferred ride-hailing service for social occasions.

Let’s Drive Success Together.