Uber IPO
In six weeks my Brand Experience team, in conjunction with the Creative Production team, created the product and brand campaign experiences surrounding Uber’s IPO.
My team was responsible for telling the business and consumer story of Uber’s mobility platform at the NYSE. Updating web, social, paid and OOH with a docuseries about nine of Uber’s most prolific drivers created the basis for the consumer story. While inside the NYSE, we created a brand experience that told the business story of Uber’s innovative mobility platform.
The Opportunity Story
For the consumer narrative we focussed on telling the both the rider and driver perspective of taking an Uber. To exemplify this, we created two U-Frame TVs that told those experiences from each customers’ perspective using their own words.
We celebrated nine incredible drivers by telling their story and inviting them to ring the bell at the NYSE.
Here’s the story of Badriyah, one of Saudi Arabia’s first female drivers followed by an example of how we translated these stories into OOH.
On the day of the IPO, five million drivers woke up to a lookback video appreciating their efforts on the platform.
Perhaps the craziest video I’ve ever helped to produce, we were able to create five million dynamically generated videos in 44 different languages in five weeks. At the time, this was Uber’s single most shared video by earners ever. Uber also gave $300M in stock to earners worldwide. What follows below is a sample video due to privacy concerns.
Inside the NYSE
Uber’s innovation and mobility story took center stage inside the NYSE. Here my team was responsible for telling that story as succinctly as possible from the entryway to the trading floor.
