Background

Commuting in Lagos can be stressful; this is caused by traffic congestion, bad roads, and poor transport system. However, commuting can be bearable when driven in a comfortable car by a courteous driver. Uber had the first-mover advantage in the e-ride hailing industry but was perceived as a more expensive option compared to its competitors, leading to a loss of market share YOY. To address this major barrier to trial, Uber launched a new product called UberGO to offer affordable rides in Lagos, around Chevron, Lekki, Victoria Island, Yaba, Surulere, and Ikeja, where the highest volume of Uber’s ride requests come from.   Uber partnered with MasterCard to offer further discounts when customers use UberGO and Mastercard around specified locations, to encourage the adoption of Mastercard as a preferred payment method. We created the “Spend Less with UberGO and MasterCard” campaign to communicate the affordability and value proposition of this partnership using media to deliver key objectives such as creating awareness, App downloads, ride requests, and regaining lapsed users.

Creative Idea

The Creative idea “Spend Less with Uber Go and MasterCard” was developed from insight garnered about the target consumer and their experience with the category. 62% of the TA said they would choose a cheap e-ride-hailing service, while 38% prioritized convenience, driver proximity, safety, or customer service. This formed the basis of our campaign Big Idea, “Move Easy At The Price You Love”. Further research showed that there is no loyalty within the category and price is a major determining factor to booking a ride. This resonated true, as the TA who are between the ages of 18 - 35, are always-on-the-go for their daily hustle with limited disposable income to spend on transportation considering the current economic realities. We created our communication platform pulling further insight from case-use scenarios of key destinations that the TA regularly visit, occasions, and moments where Uber can add value to their life; making our communication relatable and resonate with them.

Strategy