Uber dominated the ridesharing market but was losing shares to LYFT and other new competitors. As a transactional business with consumer decisions highly based on the lowest pricing, how can the brand retain long term loyalty especially as competition in the rideshare and delivery markets grow. ​

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Every driver has a story, every driver has a hustle. In a borough built by hustle, let’s explore the stories behind Uber’s most unique product—the people that keep customers mobile—the drivers.

• To help Uber build an emotional connection with people by humanizing the brand through inspirational stories featuring its greatest commodity, its drivers. We captured stories of redemption, triumph, and perseverance that make you laugh, cry and sometimes a little bit of both. We wanted to inspire the audience to reach for more, to become more, and connect with the brand and its service emotionally. ​
• This Digital Video Campaign extended to OOH, social influencer engagement, and a launch event partnering with Vice Media  in NYC.

• REACH​
• • 196M+ consumers reached ​across social and digital ​
• VIDEO VIEWS​
  • 3.3Mk video view​
  • 400k full length video views​​
• EARNED MEDIA​: 
  • 40+ earned media placements​