(marketingmagazine.com.my) – With less than two weeks to go till we bid 2016 goodbye, Uber has come up with an interesting campaign for you to remember the journeys you went on throughout the year.
Collaborating with R/GA Singapore the ride-sharing company launched Year With Uber which allows users to encapsulate the year that was in shareable visualisations of rider trip data.
A dedicated microsite – www.yearwithuber.com – hosts a series of “city stories” created from Uber rider data in Singapore, Manila, Bangkok, Kuala Lumpur and Jakarta. The stories are animated snapshots of activity across each city, including total distance travelled, top local destinations and international cities visited, and the environmental impact of multi-rider initiative uberPOOL.
Visitors to the site also get to see their own year with Uber. By logging-in, a personalised experience can be generated, visualising data such as total rides taken, distance travelled, most frequent time of travel and trips during key “city moments” like public holidays. Each experience concludes with a summary that’s shareable via Facebook.
The design and build of Year With Uber also involved collaboration with R/GA’s Buenos Aires, Bucharest and New York offices, with music production by Fuse Adventures in Audio. The look and feel is in harmony with the Uber app, incorporating line drawings of landscapes and cityscapes, a monochromatic and cool-hued palette, and use of the iconic Uber “bit” to show movement. R/GA Singapore’s Executive Creative Director, Mark Tipper, describes the result as a brand experience which closes the loop.
“Uber uses digital to bring you a physical experience, so we wanted to bring your physical experience back to a digital one. As humans, we have a fascination with turning statistics into something tangible, so bringing thousands of data points to life was a great way to encapsulate the feeling of an Uber ride into a fun, intriguing online experience.”
Speaking about the work, Eshan Ponnadurai, Director, Brand and Strategy APAC, Uber, said, “With this campaign, we wanted to thank all our riders for a great year and show how we’ve journeyed together with them throughout their lives in 2016. In as much as riders and drivers have journeyed with Uber, we have also journeyed with them; making our platform better with every trip. Together, we are changing the way the world moves across our cities.”
See the city stories and create your personal visualisation now at www.yearwithuber.com.
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