The Architectural Challenge:
In Nairobi’s vibrant and competitive social scene, how could Uber cut through the noise to not only increase brand visibility but also drive a measurable increase in app usage among young professionals, while reinforcing its commitment to safety?
The Masterful Build (Our Execution):
As Uber’s chosen execution partner, we deployed a seamlessly integrated campaign that captured the target audience at the precise moments of decision-making. Our execution was a masterclass in digital and on-ground synergy:
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High-Impact Out-of-Home (OOH): We executed a targeted OOH campaign that placed the Uber brand and its “Do Not Drink and Drive” safety message in high-traffic nightlife districts, ensuring top-of-mind awareness.
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Targeted Digital Offensive: We ran a performance-driven digital campaign that served ads to users actively searching for or engaging with Nairobi’s top restaurants and bars. A compelling social media contest offering free rides created a powerful incentive for first-time app adoption.
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On-Ground Venue Domination: We orchestrated a comprehensive on-ground campaign within partner restaurants and bars. This included the deployment of branded materials (coasters, signage) and training venue staff to act as brand ambassadors, creating a powerful point-of-decision prompt for safe rides home.
The Results:
Our precision execution delivered exceptional, data-backed results:
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30% Increase in Uber App Usage among the target demographic during the campaign period.
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60% Increase in Share of Voice (as reported by Meltwater), cementing Uber’s dominance in the social transportation conversation.
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Strengthened Brand Positioning as the definitive safe and responsible choice for Nairobi’s nightlife.