Uber challenges South Africans to use their freedom to move


Uber South Africa has launched its new campaign for the festive season. The campaign, conceptualised by Grey Advertising, was driven by its insights into the South African rider culture.

Kate Owen, SSA strategy and campaign lead, says, “This year’s festive season campaign is driven by our insights into the South African rider culture. Many of our customers don’t rely on public transport alone and often come from households with one or two cars. While the need for Uber over this time of year is clear, we, as South Africans, sometimes find it hard to break old habits.”

Owen adds, “Since the campaign went live on Monday, 13 November, we have had a really positive response. Everyone can identify with these characters and situations.”

The TV and online videos aim to show the relationship people have with their cars, which has seen high engagement in people sharing stories of their own. The billboards and display ads show images that aim to show what freedom looks like from the back seat.

The radio campaign asks listeners to send in their ideas of all the creative things they could get done #InAnUber, that they wouldn’t want to get done in a car. Suggestions have covered everything from getting last Christmas present wrapping done, to playing 30 Seconds. The interactive campaign is supported by adverts that aim to paint a picture of how nightmarish certain situations are with a car.

“Uber is about more than simply getting a ride home, it’s about solving a problem. In the case of the festive season, it’s about giving our riders the freedom they wouldn’t usually have with their cars. By highlighting these challenges, and posing a solution, we are helping South Africans have a smoother, freer festive season,” concludes Owen.

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