Case History Database

This campaign helped Uber unlock an entirely new revenue stream through the launch of their new membership product, Uber One, by understanding people’s innate psychological biases that were actually getting in the way of helping them save money. By taking a laser-focused view of the target audience, and then getting to the heart of the irrational way they viewed their existing consumption behaviour and relationship with the Uber brands, Uber discovered that the way its membership’s core benefits were framed made all the difference between alienating or acquiring people. The campaign directly generated millions in incremental revenue, equating to a whopping return on investment. Making this campaign one of the most successful membership launches for Uber globally, and setting a new standard for how to launch the offering that has since been adopted by other markets.