Perhaps one of the most enjoyable tactics in the PR and marketing tool bag is the creative campaign. We’ve all seen brilliant examples of well-produced, creative brand campaigns which lead to massive brand awareness and adoption.
Possibly the most successful creative campaign in recent history is “The Man Your Man Could Smell Like,” conceived by Weiden + Kennedy and launched in 2010 in an effort to transform Old Spice from a fuddy-duddy brand into one that’s cool and hip.
The campaign launched as a series of TV commercials over Super Bowl weekend and continued as a combined video / Tweet campaign. After all was said and done, campaign impressions topped 1 billion and sales soared. In fact, the company claimed “more people watched its videos in 24 hours than those who watched Obama’s presidential victory speech.”
The one company today who consistently uses creative campaigns as a means to drive market share and mindshare – and does it brilliantly – is Uber. It’s hard to believe that this $41 billion powerhouse began just six years ago, when its founder, Travis Kalanick, had difficulty locating a taxi in Paris during a trade show. Since that time, Uber has taken the world by storm, thanks to creative marketing, dogged persistence and an uncanny ability to understand and deliver just what their target markets want. Here are a few of my favorite Uber campaigns:
#uberKITTENS
In October 2013 and 2014, Uber teamed up with local ASPCA organizations in large metropolitan cities to deliver kittens ($30 for 15 minutes of cuddle time), with proceeds benefiting local animal shelters. And of course, patrons were given the option of adopting the kittens.
#UberSpringCleaning
A recent campaign email that made the rounds at the Communiqué offices was the May Spring Cleaning partnership between Uber and Goodwill. Uber users in over 50 cities in the U.S. were offered free pick- up and delivery to Goodwill of items for donation. A win-win-win situation.
UberAngels
In response to low smartphone penetration in Columbia, Uber came up with a unique campaign to help combat alcohol-related traffic fatalities while at the same time gaining market share. Called UberAngels, the service operated during peak night-time hours and offered patrons a ride home in their own car. Cost for the service: 10,000 Columbian pesos, or the equivalent of $4.50.
UberEats
In December 2014, after almost constant opposition from policy-makers and taxi companies, Uber all but ceased operations in Spain. But then the company came up with a new idea: food delivery. Based on UberFresh, a similar service offered by Uber in California, Barcelona-based Uber drivers now deliver fresh, prepared meals for about €10 plus €2.50 delivery fee (or less than $15).
UberSuperCar
In order to make inroads in Singapore, with its sophisticated public transit system and large number of high net worth individuals, Uber came up with the idea of UberSuperCar. For S$165 to S$200 (approximately $125 to $150) patrons were offered a 15-minute ride in a Maserati or Lamborghini, and then S$7 (or $5) per minute thereafter.
In addition to the above, there are countless other creative campaigns Uber has implemented, many on a global scale. The popularity of these campaigns and the resulting buzz generated in the media and on social channels ensures that Uber is top of mind. It’s no wonder the company name is now used as a verb! Check out UberIceCream, UberTree, and UberSleigh for more super cool ideas.
Uber Spin Offs
Given the success of Uber, it’s not surprising that there are a multitude of copycats out there. The New York Times recently ran a story with the headline, “There’s an Uber for Everything Now”, and indeed it seems there is.
From the article: “Washio is for having someone do your laundry, Sprig and SpoonRocket cook your dinner and Shyp will mail things out so you don’t have to brave the post office. Zeel delivers a massage therapist (complete with table). Heal sends a doctor on a house call, while Saucey will rush over alcohol. And by Jeeves, cutesy names are part of the schtick—Dufl will pack your suitcase and Eaze will re-up a medical marijuana supply.”
If imitation is the sincerest form of flattery, Uber should really be feeling the love.
What are your favorite creative campaigns? Drop us a line and let us know!