uberNIGHT

Campaign idea

In Russia ride hailing category is occupied by the very traditional category leader — Yandex.Taxi. Uber, a №2 challenger brand focused on young audience wanted to grow market share and differentiate itself, proving further its authenticity among youngsters. To achieve it we decided to occupy occasion that the boring category leaders would never put their eye on — night. Time when only our target audience would hear our message. To own the night time we introduced a new product — uberNIGHT, a special fare that made night rides cheaper. We supported the launch with the integrated campaign.

Brand name: Uber Russia
Advertiser / client: Uber Russia
Product / service: Ride-hailing app
Campaign name: uberNIGHT
Agency network: INDEPENDENT AGENCY
Agency: Uber Russia
Additional company: MediaLab
Web address: https://support-uber.com/night/
Creative director: Olga Veretinskaya
Art director: Ksenia Gratsianova
Copywriter: Grigory Shcheglov
Strategic planner / strategist: Dmitry Saveliev
Film production: Unit9
Director: Angelo Cerisara
Agency producer: Kirill Kotov