Uber inspires Hongkongers to regain control of lives with real-life scenarios in ads

Uber Taxi's “Go Your Way, Live Your Way” marketing campaign aims to offer Hongkongers control over their busy lives by taking care of their travelling needs. The first campaign video features four white-collar ladies rushing to an evening concert after work but hit with the reality of rush hour, which Uber describes as “the desperate moment when you need to hail a taxi but have no control when you will get one”.

Right when the group starts panicking that they will not make it on time, one of the individuals books an Uber Taxi. This allows them to regain control, relax and get to the concert on time, Uber said.

The second campaign video shows a typical parent scrambling to get everything prepared for their child’s birthday on a rainy day after work. As the father worries about getting a taxi in the rain, the mother confidently shows her booked and enroute Uber Taxi, meaning her husband can relax as everything else is sorted - the cake and a present. Not only can the couple make it on time to the birthday party, but they are also in control of their journey home with Uber Taxi.

Through the campaign, Uber aims to inspire riders to reimagine what living life to the fullest can mean as Uber Taxi offers customers the control they need for their daily commute. Uber Taxi is also offering a 50% off their first five rides for consumers who use a promo code.

In a conversation with Marketing Interactive, Toga Leung, marketing lead at Uber Hong Kong said: "Uber taxi is still quite new in Hong Kong, the campaign aims to raise attention to the brand, as well as driving consideration and adoption of Uber Taxi. Also it adopts a down-to-earth marketing strategy that resonates with HKers.”

In terms of the differences between Uber Taxi and other taxi apps in the market, Leung said: “Our unique selling point is technology, Uber Taxi utilises automatic technology to assign the nearest taxis and the best routes for consumers, whereas some taxi apps are using Manual Dispatch Approach.”

Leung added that the static ads will be shown in designated “uber zones” in Causeway Bay, MongKok and Tsim Sha Tsui, as well as tram and bus shelters, to let consumers know Uber Taxi is always there to help.

Meanwhile, a survey by Uber of over 1,500 riders conducted in May revealed that nine out of 10 respondents feel Uber Taxi helps give them more control over their trips and daily schedules, and eight out of 10 riders described their Uber Taxi experiences as “generally quite good” and “It’s so amazing I use it frequently”.

Furthermore, 87% of respondents described that Uber Taxi gives them better control over their trips and schedules. When asked to describe Uber Taxi in one word, the most popular descriptions were “convenient”, “reliable” and “timely”, followed by “cashless” - demonstrating how Uber Taxi riders have more control over their schedules and rides.

According to Uber, Hong Kong’s Uber Taxi business is ranked No. 1 across the globe and contributes to over 25% of the global Uber Taxi business. Last year, Uber launched ‘Uber + Taxi, Better Together’ Industry Investment Programme in September 2021, which included an investment of HK$3.6 million to support the growth of the taxi industry through Taxi Driving License Rebate Scheme to help new drivers join the taxi industry.

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