From heightening rates during the travel ban protests, keeping a hacking under wraps for over 6 months, and claims of sexual harassment, it’s safe to say that Uber had a rough 2017. What they went through was nothing short of a brand crisis as users dropped Uber for their competitor Lyft and even promoted on social media to delete Twitter. Aside from your standard PR appearances, they have been pretty silent until now. Uber has released a campaign, oddly similar to Lyft’s, about highlighting drivers that have made a difference in people’s lives.
Uber’s new campaign focuses on the comments feature of the app, which was launched in 2016, by creating documentary style ads that focus on the most complimented drivers. In return for their wonderful experience as drivers, Uber gives them an unforgettable memory to experience or relive. It all links back to uber.com/beyond5stars where visitors can read other stories about frequently complimented drivers.
These ads are wonderful and are a clear indication of Uber’s new brand image. Many drivers and passengers have complained about Uber’s lack of support and low wages for drivers. Uber’s new campaign is creating a community, something that it has lacked. By appealing to emotions, Uber has the opportunity to reposition its brand as someone who genuinely cares for all app users.
There are plans to roll out more ads this year, but for now, this one starring an 80 year old man is adorable!