Uber has collaborated with advertising agency R/GA Singapore to launch a campaign titled "#RideToReconnect", which aims to help riders reach out to loved ones during the holy month and making their travelling time more meaningful.
Conceptualised by R/GA Singapore, the campaign will run throughout Ramadan on social media, online and out-of-home (OOH) channels in Singapore, Jakarta and Kuala Lumpur. Uber also worked with two on-ground agencies for logistics - Equator in Jakarta and ideahut in Kuala Lumpur.
As part of#RideToReconnect, Wi-Fi will be fitted into selected cars in Singapore, Jakarta and Kuala Lumpur, while tablets will be attached to designated cars in Jakarta and Kuala Lumpur. According to the press statement, this will enable riders to make free audio and video calls anywhere worldwide. The Uber app has also been updated with extra features including reminders to contact loved ones and notifications of Fajr and Maghrib timings.
Riders can also access a microsite via the app from 20 June 2017 onwards to send greetings to family members and friends using a range of personalised gifs. According to Uber, the gifs designs were commissioned from well-known local illustrators in each market - Nur Aida Sai'ad (Singapore), Putri Febriana (Indonesia) and Azah Azreen (Malaysia).
Eshan Ponnadurai, director, brand and strategy APAC at Uber, said: "Ramadan is a time of reflection amid the pace and demands of everyday life. We wanted to create unexpected opportunities amidst the hustle and bustle to tap into the meaning of this month, and make it easier to reconnect with friends and family."
Mark Tipper, ECD at R/GA Singapore, said: "#RideToReconnect takes this idea a step further, helping riders connect at a deeper level by reaching out to those who aren’t within driving distance – something that’s especially meaningful during times of cultural or religious significance when we want to feel close to those we love."