Uber Snail in the top searched terms on Google in 2024

Creative idea

To raise awareness about restrictive new regulations threatening Romania’s ridesharing ecosystem, Uber launched a bold in-app campaign called Uber Snail (RO: Melc). For two days, users could only choose between UberX and Uber Snail, an intentionally frustrating option with long wait times, higher prices, and limited cars. This simulated the dystopian experience millions could face if the proposed law passed. By transforming policy impact into a tangible user experience, Uber sparked public dialogue and highlighted its role as a vital urban mobility partner. The creative idea reimagined advocacy through product innovation, making legislation personal, relatable, and hard to ignore.

Brand name: Uber Romania
Advertiser / client: Uber Romania
Product / service: Uber Snail product in the Uber app
Campaign name: Uber Snail
Agency network: INDEPENDENT AGENCY
Agency: Conan PR, Bucharest
Pr director: Simina Ignat