Uber has taken to social media in Hong Kong to enhance its brand as a community driver of choice that makes transportation easier for Hong Kongers every day. The car-hailing startup has chosen RFI Asia, the digital arm of Ruder Finn Asia, to develop and drive the campaign.
For the first phase of the campaign, the agency developed and created the ‘#IChooseUber’ minisite as a public forum to rally registered users to show their support and share Uber stories. The site was launched 1 June and has garnered one million registered riders in Hong Kong. Uber hopes this will encourage more positive social media discussion to change the general public perception and demonstrate an alternative and convenient choice of daily transport.
As of this morning, there have been over 11,000 submissions. Additional phases of the online campaign will be rolled out in due course.
Maximilian Wang, group director of RFI Asia said “It’s a great platform from which Uber can reach out. We simply wanted to create a forum to listen to what Hong Kongers have to say, and to provide them with a voice that enables them speak up and speak out about what they really want and need.”