Part One: The Consumer Audience

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Situation Analysis

Brand Introduction

The Uber Company all started when Travis Kalanick and Garrett Camp had trouble receiving a
cab one night. These men came up with the brilliant idea of transportation being at your
fingertips by just a click of a button. Uber was founded in 2009 and has expanded to 375 cities
worldwide since then. . Today, Uber is looking to expand to all areas, offering everyone a
preferred service compared to taxis. Uber is led by Travis Kalanick, a businessman who sees
nothing but the bottom line. This is Kalanick’s 3rd business venture and his experience is
invaluable to our brand. Back in 2014 Kalanick announced the plan to integrate self-driving cars
into the Uber fleet, eventually eliminating human drivers. With this fleet of self-driving cars,
Uber hopes to eliminate car ownership as a whole by offering this cheap, safe transport. This
plan is a logical step in safety and technology in general.

SWOT Analysis

Strengths
● Located in 375 cities worldwide.
● Can tote having over one billion Uber rides on record.
● Seamless Smartphone app that can request a ride with the push of a button. Can offer
cheaper rates than local Taxi’s.
● Professionally dressed and trained drivers.
● Car models are current.
● Can immediately review your driver and riding experience.

Weaknesses

● Accusations of price gouging during inclement weather.

● Heavy reliance on technology (susceptible to hacks, viruses, server crashes, fraud.)
● Accusations of refusal by drivers to give ride cost estimates.
● Accusations of drivers harassing customers (theft, scams, sexual harassment.)
● Charging through credit, not offering cash

Opportunity

● Allowing Uber to be accessible on customers social media sites (Eliminating the reliance
for Uber app)

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 ● Teaming up to local anti-drunk driving groups to push Uber name Offer benefits and free
rides the more you use Uber
● Be at the forefront of “driverless cars” technology. Expansion to suburban areas Efficient
cars could reduce cost.

Threats:

● Incidents involving unstable drivers

● Competition from other companies (Lyft,Sidecar,curb)
● Drivers unionizing, going on strike, demanding higher wages
● Being technologically dependent leaves the company susceptible to hackers.

Key Marketing Problem(s)

Uber’s largest marketing problem is their largest competitor Lyft. Though both companies are
fairly new, with Uber starting around 2009 and Lyft in 2012. This is also a large marketing
problem because any competitor can copy the idea of public transportation through an app.
When many new companies appear copying the idea of Uber, what Uber should do to handle the
situation is continue online advertisements and focus on the fact we were the first and still the
best at providing this service. We also must reach out to those outside of our key demographics
like the elderly.

Consumer Analysis

Campaign Objectives

In order to make Uber the best public transportation app, our campaign will put emphasis on the
variety of choices, and competitive prices. We’ll create strategies to reward loyal customers and
attract new customers. Some of our advertisements will include featuring new vehicles or options
appealing to a larger audience and expansion to the suburban areas. Another advertisement trick
Uber may use is involving an ad in a urinal, or the back of a stall at a bar or club. This increases
Uber's usage from people who have had a long night out, drinking, and may need a ride home.
To knock out competitors, Uber will demonstrate price difference and stress the convenience and
swiftness of the Uber app. By doing this, Uber will appeal to their target audience by offering
something everyone person loves-convenience. Uber’s main goal is to highlight the many pros it
offers to keep the loyal customers but also open the door to new users.

Target Audience

We would like to focus on people in their late teens, or in their twenties. Young adults are on the
cusp of modern technology and get a sense of prestige from having a car appear after tapping
their phone a few times. Young adults and college students do not always have access to

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transport. Many colleges don’t allow first year students to have a car on campus at all. Car
ownership also comes with a hefty price tag and the constant fear of break downs. Our secondary
audience is middle aged people, businessmen and women and those with families. Utilizing our
service on business trips would be infinitely cheaper than renting a company car. Drivers are also
carrying car seats with them to appeal to families now as well.

Positioning Statement
“Uber is the most convenient way of getting you where you need to be, when you need to be
there.”

Rationale

Passengers always want to get to their destination as fast as possible at the lowest possible price.
This statement highlights the fact that it is a time and cost efficient way of transportation that
cater to the needs of those who have busy schedules but limited financial resources. Social &
Cultural Influences

Cultural/Social Influences Culture

Culture

Norms & Values: We do want to simply be the only ride sharing service available. We want to
be the main transport service to as many people as possible. Kalanick wants using Uber to
become cheaper than owning a car. One study shows that if one drives less than about 10,000
miles a year it is cheaper to use Uber’s basic service. Uber recently launched a new service
called UberPool, which allows people to share a ride and split the cost, mitigating cost even more
for the individual. With the introduction of self-driving cars the safety issue comes up. Self
Driving cars are significantly safer than human drivers. Google’s self-driving cars have only
suffered 12 minor accidents in the last 6 years since their inception. That’s less than some cities
see in a single day.

Consumer Core Values: Above all our consumers value their freedom and independence very
highly. We cater to this. Our service allows people to live that spontaneous lifestyle that was
thought out of their reach. Our drivers can be chauffeurs, designated drivers or friends. We can
allow people to go live the life they want, while getting them there and back safely.

Subcultures

Drinkers:People go to bars to have a good time, meet with friends or discover new ones. Those
who frequent bars or clubs need rides home, and we are happy to offer them those
services.Temple recently did a study concluding that cities and towns with a prevalent Uber
presence had on average 10% less DUI’s than cities without our service.

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College Students: College students do not always have access to a vehicle. Many campuses do
not allow underclassmen to have cars on campus, and juggling the cost of a car and tuition is no
easy task. We can provide transport to get school supplies, groceries, or to parties. All while
saving the student money.

People Stricken by Car Trouble: From time to time cars break down. When these events unfold
we offer a way to continue your day with relative normalcy. We could be that saving grace the
next time a transmission fails.

Corporate Culture: Uber as a culture is constantly evolving and always hungry. Under the
leadership of Kalanick it got a reputation for being just another evil corporation. As of late we
are making leaps and bounds to change this perception. Investing in ourselves is the move
valuable way to use our profits.

Social Class
Since Uber offers many different options of vehicles and payments, it tends to appeal to many
different social classes. UberX is the cheapest Uber ride, which seats four riders and the drivers
uses their everyday car of year 2000 or newer. The majority of people who use this are looking
to spend the bare minimum on a ride such as college students, early workers, etc. UberXL is a
little more expensive than just UberX. This allows six drivers, and will usually be a SUV or
minivan. Since this vehicle offers a little more room, it may appeal to the middle-aged family
group and the middle class. Next, Uberselect is a luxury sedan such as a BMW with leather
interior, which may appeal to the upper class or business people, yet is more expensive than
UberXL. The most expensive Uber ride is Uberblack. Uberblack is more exclusive, and
commercially registered black SUV or sedan. This type of Uber acts as in comparison to a limo,
just smaller and less expensive. People use this type of Uber for the same types of events as one
would use a limousine for.

Reference groups

To many commuters who can’t depend on buses or trains for daily transportation, Uber is a
necessity used in public. Therefore reference group has light influence on product (the service)
but heavy influence on brand (the company). The largest reference groups that influence Uber
has to be friends and family. Many people hear about specific apps, such as Uber, through the
word of mouth. Once one friend finds an interesting app, it immediately gets passed to another
friend, convincing them to try the app. When people hear recommendations by others, and they
are brought to your attention, the new user would want to try it out themselves. Another
important reference group is social media. When people tweet or snapchat about an Uber ride, it
gives Uber publicity especially to the college-student audience.

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Family

Family is the most important reference group when influencing one's purchase decisions because
different families have different social and economic status. They also hold different values and
belief systems. A college student with well-off parents will more likely be able to pay for an
Uber, but his classmate from an underprivileged family may may choose to walk (walk may not
make a lot of sense in this case) , biking or sharing a ride when it is possible. . Some families
may not be into using car services at all because they value independence and privacy, they’ll
carry the tradition of owning their private cars from generation to generation.

Demographics

When it comes to Uber, anyone can take a ride. People of all ages, both genders, all races and
many social classes can afford the trip. The main age group that use Uber is both men and
women ages twenty-five to thirty-four. The second age group that Uber often tends to is sixteen
to twenty-four. These age groups tend to use Uber more than the other age groups because that is
the age where many people are still going out, may not have a vehicle, etc. Businessmen tend to
use Uber as a convenient way to get around the city, and make it to their meetings in time. That
being said, the demographics of Uber are endless because it appeals to everyone.

Psychological Influences

State of Mind

We satisfy more than few needs of the human mind. Most importantly we offer safety. Financial
safety by eliminating the need for a car, gas and insurance. Personal safety is insured by getting
people home in a timely fashion, but showing customers pictures of their driver and telling them
exactly how far they are. We also appeal to their sense of belonging. We bring people together
and make it easier for friends to travel safely.

Needs and Wants

Uber can be considered either a need or want. Many people use Uber to avoid drunken ride
homes, in that case making it a need. Since Uber is going to include a delivery service soon, this
will cater to the elderly, making their delivers a need. Others may want the luxury of not having
to drive themselves anywhere, and being able to rely on Uber. If paying for the most expensive
Uber ride, you are more likely to just want the luxurious experience, making this a want.
Although Uber is not a need of survival, many people may rely on this app to get them to work
on time, which might be considered a necessity to some.

Satisfaction

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Uber just recently made price cuts within 48 cites, making the customer satisfaction increase, and
also increased its popularity. Uber is a company to not only gain customer satisfaction, but
employees should be satisfied as well. Uber announced in specific areas that each driver should
make a minimum of 18 dollars and hour and 24 an hour on days with higher demand. Keeping
the latest Uber news advertised will increase the satisfaction of many consumers. In the case of
dissatisfaction we can offer free or comped rides. Some drivers even offer snacks, drinks and
other treats in their cars to reduce and remorse a customer may have.

Motivations

The leading reason people use Uber is because it is an easy and cheap way to get around town
quickly. College students are interested in buying Uber rides, so they do not have to drive home
intoxicated, or simply because they do not feel like driving. Middle aged people love to buy Uber
rides increase of a business trip. Uber campaigns the opportunity to receive free rides, which
keep the consumers crawling back. Also, people feel safer in an Uber rather than taxis. The sole
reason for this is because Uber tracks their vehicles to ensure safety. This motivates consumers
to use Uber over any other brand.

Attitudes and Values

Most attitudes are deeply set, reflect basic values, and tend to resistance to changes. For instance,
those who tend to reject the sharing economy will hate Uber because they don’t like the
disruption caused by it and by similar companies. Attitudes have impact on motivations. To
motivate our target audience to use Uber, we need to establish or reinforce positive attitude,
change neutral attitude to positive attitude and replace negative attitude with positive attitude.

You must ensure that you do not offend someone enough to change their mind about your brand.
Since Uber is a highly liked brand, positivity must be reinforced in the consumer's mind. One
campaign Uber delivered was the free rides, offering new customers to the company, yet keeping
the loyal ones as well. We also want to explore a partnership with Mothers Against Drunk
Driving (M.A.D.D). This self-explanatory organization, that already has a large base of support,
will allow us to branch out of our current paradigm and reach new users all while promoting a
good cause.

If Uber is stressed in a positive way to people whom may look negatively upon it, their attitudes
may be changed. Besides this we must begin targeting these outlier groups. The older crowd
reads more newspapers and watches the news more than the younger crowd. This could take the
form of ads in papers both online and hardcopy versions. For those who browse news on their
phone we could put banner ads on the websites to direct people to our page on the app store.
Winning over those with negative feelings is more difficult. There are even some groups actively

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trying to ban Uber all together. They state that the background checks are lackluster and they
don’t carry proper insurance to cover passengers. Now this hate is mostly political. The taxi and
limo service employs thousands of people in the NYC area alone. Uber is threatening to wipe
them out. It comes down to jobs. The app itself eliminates the need for a dispatch center, the fact
that drivers own their cars negates the need for full time auto mechanics.

To win these hearts and minds we will have to start by being consistent, safe and timely. We
have to assume we will lose some of these people as potential customers forever. But those that
may be able to swing back need to be targets. I suggest offering an incentive for taxi or limo
drivers to defect and come work for Uber. For those out of the industry I believe word of mouth
to be the most trustworthy way to go about getting these outliers. This means visual ads in
crowded places to spur conversation.

Personality

We want to paint Uber as a warm, comfortable alternative to a taxi cab. By advertising Uber as a
more comfortable alternative, it allows the consumers to trust and gain a relationship with the
Uber driver. Uber is a fun way to see the city, or a convenient way to get to work. It is perfect for
vacationers, our drivers are locals so they know the best place for dinner with the kids or which
bar makes the best Manhattan. Depending on which type of Uber the customer selects, tends to
affect their personality. For example, UberX might be a comfortable warm environment, while
UberBlack is more elegant and luxurious. Since there are many different options to pick, it
allows for a large target audience, and appeals to a larger variety of people.

Psychographics

Lifestyles and interests are a large part of what affects consumer buying. Uber targets those who
live a busy and hectic lifestyle. Since Uber transports people majority in urban areas, it stresses
the importance of time. Also, Uber may appeal to people's interests because many college
students or middle aged people are interested in going out. Uber is a safe way of getting where
you need to be, when you need to be there. Uber is hip and young, many users like their freedom.
Our users also like apps like Spotify and Snapchat, they have some disposable income and enjoy
social outings.

Behavioral Influences

Quantity Usage

Uber has many loyal customers who use the Uber app quite frequently. These heavy users give
great reviews on Uber and would recommend it to others, making regular customers for Uber.

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The light users are people who only used the app once or twice. A focus needs to be flashed on
the light users in order to make them love the brand, and keep using Uber for rides.

Brand Relationship

Uber will offer free rides to ensure our consumers do not switch brands, to medium and heavy
users. By doing this, it creates a consumer to brand relationship and allows the customer to trust
the brand. Like I previously states, the light users may be considered “switchers” and go back
and forth between brands. Although Uber wishes to keep a strong relationship with heavy and
medium users, we also want to please the light users and convince them not to switch. Uber
wishes to highlight the endless amount of choices. We will promote the convenience and
minimal costs within the brand in order to win over the light user’s vote. Within each of these
campaign strategies its builds brand loyalty which leads to a strong brand relationship.

Innovations

In order for Uber’s campaign to be successful, the brand relies on innovators to set a trend for
others. Early adopters are also extremely important when it comes to making your brand known.
Without the two, your brand will remain unnoticed and your campaign will fail. These
innovators quite often tend to be loyal customers. Innovators are needed to build a strong
campaign and to build a strong brand reputation.

Part Two: The Advertising Media

Overall Media Strategy

Major Media Types

The major media types that Uber would use in their marketing campaign would be Social media,
outdoor, television, online and magazines. As a company that was born online and through app
technology, we want to remain focused on implementing our company seamlessly throughout
social media and various online websites. Outdoor would be another huge benefit for us as our
potential customers would more than likely be out in a public social setting whether it be a rural
or urban setting. Television and magazines would follow along the lines of basic commercial
advertising space. Television would also allow for product integration into fictional show
narratives as well as reality TV activities.

Minor Media Types

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Uber's minor media types would include in their campaign would be radio and newspapers.
While radio and newspaper as media are still relevant, our demographic is specifically targeting
a younger more tech savvy generation that may lean more towards online and social media.
Radio and newspaper are becoming more and more identifiable with people who are of an older
generation, so while these people may still use Uber they are not our targeted demographic. Pop
radio stations could provide some exposure to Uber towards a younger generation, which is why
we consider it a minor media type. Newspapers could provide publicity or advertising in the way
of a journalist doing an editorial, as opposed to only taking out ad space. However local city
publications would serve as minor media types in which we can advertise Uber’s presence on a
concentrated level. So we would only take advantage of these types of media through a locally
concentrated standpoint, placing less emphasis but still keeping them in our Arsenal.

Media for Brand Awareness

Uber wants to pride itself on giving power to the customers in terms of reviewing drivers,
sharing free rides with friends, and adding incentive to post about Uber online. Uber wants to set
itself apart from other competing companies by being recognized as the standard, and not just an
option in the APP based taxi service industry. Through our app technology we will prompt and
motivate customers with incentives such as free rides and discounts to post online via social
media On Twitter, Facebook, Instagram, LinkedIn etc. Combined with purchased advertisements
on these social media websites, we will attempt to effectively use our customers as our
advertisers and spokespeople for our brand.

Media for Ad Recall

Social media and online would be most beneficial to Uber in terms of ad recall. Through these
mediums you can cultivate a tone and atmosphere around Uber, whether it be catering to the
weekend night out crowds or young professionals. Adding specific music to your online ads to
capture a mood, creating intricate pop ups on restaurant or bar review websites like Yelp and
tripadvisor, and targeting skyscraper ads on specific Facebook event pages. It's knowing where
to strategically place your advertising in the moment when it is most relevant, such as when
planning a night out, checking in at a bar, or seeing who's out and about online. Tracking cookies
through web browsers benefit advertisers because they can implant themselves into the
customer's buying habits or track their social media activity. Uber can be prompted to advertise
when somebody checks into a local bar or restaurant, when they attend a concert or Facebook
event.

Media for Buyer Consideration

While our advertising efforts online and on social media will be substantial and calculated,
television could be more extensive when targeting buyer consideration. Well produced, simple

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and sleek commercials targeted during prime time slots could give the brand a more legitimate
image and broader audience. It could reach beyond our demographics and reach an older
generation curious about our service or married couples planning for a night out from the kids.
Implementing our brand into television shows themselves would also be a target, showing that it
is preferred by adventurous characters or reality TV participants.

Media Vehicle Selection

Uber could benefit greatly from locally concentrated Newspapers that would cater to our specific
targeting of certain active cities and tourist destinations. Advertising within the entertainment
section of local papers such as the Atlantic City Press would sync right up with our target
audience. This would be catering to the 20-30 something crowd of partiers, dating and married
couples. National newspapers like The Wall Street journal, USA Today and The New York
Times will be used to target young business professionals. This demographic may have business
meetings around town, lunch dates to get to, and commutes. Speaking to their emphasis on
professionalism, we could try to advertise that Uber is a luxury service while taxi cabs are not.
The same will be emphasized on younger people's going out, that showing up in a Lexus IS
much more prestigious than taking a taxi. Using newspapers would also not be as aggressive or
immediate as online advertising, you could take up more space, get your message across, and
allow for people to really read and grasp the Uber brand.

Newspapers

The goal of our campaign is to advertise subtlety without being too obnoxious or intrusive with
the readers. Display ads will most likely be our plan of attack when perusing advertising within
newspapers. While we plan to advertise within all national newspapers since the extent of our
services is worldwide, we will target specific locations where we believe uber will be the most
sought after service. Vacation spots, urban cities, and college towns would be places that we
would choose to advertise locally. On a local level we would maybe choose the Press of AC,
Asbury Park Press, and whatever shore publications were being circulated in the area to
advertise. Nationally the NY times, USA Today, and the Washington post would be our best bet
for reaching a national audience in regards to circulation.

Nationally we would lean towards a run of paper rate, whereas locally we would want to be more
calculated and specific about where our ads are being placed. For example if we were advertising
in the press of Atlantic City we would want our ads to be placed near or around local events or
concerts that were taking place. Nationally our ads would be there to generate awareness, but
with local it would be there to coincide with events.

Magazines

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In targeting our main demographic which would be 20-35 year old customers, we would focus
more on particular magazines that fit that demographic. While Uber services can benefit all
customers from every different background, typically you would be targeting a younger tech
literate generation. People magazine, sports illustrated, and even Time magazine could provide a
valuable platform for reaching a younger as well as a professional demographic. Ad space within
a magazine that has influence on how people perceive society through pop culture, sports, and
current events would fit right in with the growing trend that is Uber.

Our campaign would keep our advertisements limited to single page spreads, most likely with a
bleeding format that allows for our ad to extend to the edges of the page. Dark tones, sleek font,
and professional imagery such as a luxurious style of car might be an ad aimed at young
professionals. An ad like this would run in Sports illustrated, GQ, and Forbes. A somewhat
lighter approach might be made when targeting a younger social crowd that would tend to be
going out clubbing or to the bars. Perhaps showing a group of people happily exiting a Uber
vehicle to enjoy their night. Bright saturated colors depicting the exciting night life all while
enjoying the comfort of an Uber experience.

Outdoor

Outdoor advertising would serve as one of Uber's strong suits in terms of advertising as we
would be targeting social spots within certain areas. Seeing as Uber is a mobile service with no
property in which to advertise, and we will be competing against other transportation services,
our only option would be to rely on posters. If strategically placed, posters could serve as vital
pieces of advertisements for our campaign. Billboards upon entering a city could place the idea
in potential users’ minds for their nights out, along with posters on the sides of buildings to
reinforce throughout their visit. Any kiosks that are available can also be useful with planting our
posters. Our campaign also wants to implement mobile advertising. This would be achieved by
specifically designing Uber vehicles that would provide transportation and double as an
advertisement. Currently Uber drivers are using their own vehicles and try to maintain a
professional look by not standing out with advertisements, so company sponsored vehicles could
provide a 100% authentic experience while drawing in the public’s attention with decals, music,
etc.

Radio

The morning drive is usually oversaturated with radio stations all trying to supply the
person with information or events at the beginning of the day, which could lead to our ads being
pushed to the back of their mind. While were aimed at targeting an audience that needs our
services for every part of the day, midday to evening drive time might be our best shot at gaining
consumers. Midday you have people going out for lunch or trekking across town for meetings,
and in the evening people are out of work and ready to blow off some steam. Ad specially aimed

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at this time of day might have more of an impact for people looking for convenient
transportation. Uber's target audience is between 21-35 years old, meaning we would analyze
certain show demographics to get a better idea of where our audience lies. Howard stern on
Sirius, free beer and hot wings, or pop music stations might serve as our best bet for targeting our
potential consumers.

Television

The Uber campaign plans to say a lot without saying very much, keeping our
advertisements short and sweet. Participations would probably benefit our company most,
injecting our brand with a variety of different commercials to fit each demographic. 30 second
commercials could provide the best platform for our commercials, long enough to get our point
across without overstaying our welcome. As with our radio dayparts we would target Daytime
slots as well as prime time slots and weekend slots for our advertisements. Targeting working
business professionals, people getting ready for their night out, and vacationers. Daytime
advertisements would make the most impact on news or business stations like CNN, MSNBC,
and Fox News,whereas primetime would benefit from MTV, E, or VH1. Vacationers might tune
into local news stations or perhaps leisure channels like Food network, Discovery, or Animal
planet.

Product Placement

We’ll inject our service into television narrative and reality TV situations by featuring real
housewives going out to dinner together in the city and relying on Uber to transport their big
crowd around. (Is it likely that housewives go out in a big crowd? What about students or young
men coming back from a bachelor’s party?) This would target our younger female demographic.
Having male dominated shows like Entourage have the guys doing the same, relying on Uber
services for a fun night out. These injections would be seamless but highlighted within the
episodes, perhaps showing the use of the APP and how easy the service is to use.

Product Integration

As with product placement perhaps you can show the other side of Uber when considering
integration, which is the people that work for them. Produce a narrative that depicts a character
in a TV show, let's say one of the guys from the TV Show New Girl taking up a job working for
Uber to make extra money. One again you can showcase the technology that's involved and the
process in which Uber works, all while tying in a funny comedian storyline. In this attempt we
would humanize the Uber brand and engrain it into the fans of the show all while keeping the
subtle advertising very light and enjoyable. People these days are very skeptical of corporations

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and their susceptibility to advertising has strengthened, invading the narrative and becoming part
of their entertainment establish Uber as the standard and something their favorite characters on
television enjoy.

Online Media

As we indicated earlier, our online advertising strategies will be emphasized within our
campaign. Advertising requires companies to have an Identity and speak to their customers in a
way that is not intrusive but is informative and can remind them about their services. Nobody
enjoys being exposed to pop-ups, we feel Uber is a company that can gain the most from these
advertisements. Perhaps buying ad space on websites like Yelp, tripadvisor, or any other event
planning website tool could be more than beneficial for our company. Having a pop-up simply
read “Need a ride?” with a redirection to Uber's services could have a massive influence on how
people plan their evenings. People can plan on eating at the best restaurant or seeing the best
movie but sometimes overlook how to get everybody there.

Development of a widget to coincide with the pop ups would be beneficial as

well, maybe showing a live tracker of all Uber drivers in the area. Web based application
development is always pushing the limits and creating new ways to have the public interact with
them, as a company that was born online, Uber should be at the forefront of developing widget
and app technologies to thrive within their market.

Social Media

As we indicated earlier we want to place a heavy emphasis on user contributions to our

advertising through reward programs. To obtain rewards you would have to post your Uber
activity through social media for all your friends to see. Incentives to post would generate
advertising as the expense of free rides, in car perks, and credits for friends and family. Social
media can be your best friend or your worst enemy, that's why we will aim to strike a balance in
between.

Uber would work closely with Facebook, Twitter, Snapchat, Instagram to implement sponsored
apps through these systems that will allow for us to trigger reward prompts, advertising, and
exposure. Customer driven advertising will be a big risk but the reward may be worth it. Uber
will have to place emphasis on customer service as negative reviews or experience could
backfire under this program and be detrimental.

Guerrilla Marketing

Street Team

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As we indicated earlier on that Uber's drivers do not advertise on their vehicles and create a more
professional and private vibe to their services, while keeping them separate, Uber could sponsor
an advertising party bus type vehicle to parade around certain cities and tourist destinations.
Street team volunteers would be playing music and providing refreshments while giving
free rides in an effort to draw attention publicly and get people talking about Uber.

Ambient Media

On the flip side you can market Uber as an alternative to drinking and driving, using ambient
advertising Uber could place urinal cakes in bars, which could remind drunk patrons not to drink
and drive and simply hail an Uber. Uber could also make free funny bumper stickers that they
could provide to customers to stick on bathrooms walls in dive bars and local hot spots. Uber
could also give out funny Anti D&D T-shirts that would draw attention to their service “I drunk
drove safely with uber” or something along those lines.

Buzz Marketing

We’ll sponsor such holiday events like St. paddy’s day, thanksgiving, and Christmas eve at bars.
Offering free rides through raffles and future ride $$ credits would spark interest and create a
good vibe for the company as one that values the happiness of its customers.

Uber wants to stress using their services as an alternative to drinking and driving, using buzz
marketing. Uber could team up with anti-drunk driving organizations to help promote an
alternative to driving drunk and saving lives. This would be another tactic that could help
humanize the Uber brand and promote community that customers could identify with.

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 Part Three: Message Strategies

Overview of Message Strategies

For the Uber campaign, our main focus when speaking on message strategies is to properly link
our audience's needs with their specific wants. Promoting Uber's overall stance as a reliable and
cost efficient form of transportation while still maintaining a luxurious appeal to a college
student/ young professional lifestyle.

Perception Driving Strategies

Strategies for Attention

Unexpectedness of the New Idea

Unexpected aspects of a campaign seize the audience's attention in hopes to surprise or shock the
viewer. Uber being primarily used in urban environments have the opportunity to impact the
community while also advertising the vast amount of drivers they have in any given area. During
the winter months have an incentive program with the Uber drivers that every time a homeless
individual is brought and signed into a local shelter/free health clinic the driver will receive some
type of enticing benefit. With the recent poor publicity of Uber drivers sexualy assulting clients
and some more disturbed drivers staging shootings, this campaign would showcase that most
drivers are upstanding citizens with the intent to help their fellow man instead of and not
intimidating strangers as the public views them. Uber will personify itself as an outstanding
member of communities across the country. This will help enhance the public image of Uber and
its drivers.

Unexpected Media

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The first unexpected form of media our campaign will use will be a print ad located around the
hustle and bustle of school traffic (assuming the school will not allow an advertisement to be
placed on the actual building). The ad will depict a side view of a mother sitting in traffic waiting
to drop her children off at school while the children are wreaking havoc in the back seat and the
crossing guard is excessively blowing her whistle. The mother will look tired and distraught,
maybe in her pajamas as most mothers are during this daily irritating task. The bottom of the ad
will read “Next time, Just call an Uber” Giving the effect that Uber relieves all of your stress and
worries throughout the instances of your daily routine. Uber is giving off a friend like charisma.

Our second form of unexpected media will be a form of guerrilla advertising , in which paid
Uber actors will participate as Uber drivers dressed up as famous explorers, transporting actual
Uber users to their destination.. Ranging from a tag team of Louis and Clark to the likes
of Christopher Columbus. These actors will as historically accurate as possible interact in a
dialogue appropriate to the explorer himself. At the end of the “journey” have the actors say
“ It’s your adventure, we're just here to make sure you get there.” Properly showing that Uber is
a helping hand in guiding you throughout your life. The effect this will have on our word of
mouth exposure would be crucial so high traffic areas and positive customer to driver
interactions are a must.

Contrasts

To properly contrast Uber with its major competitor we will use a magazine ad more specifically
a double spread bleed page. One side will be a disheveled businessman sitting in his cubicle
wearing dark morose colors, maybe a stain on his shirt, and the light above him flickering with a
dejected look on his face and a bus schedule gripped in his hand. The other side will be well put
together business associate wearing bright/spring like colors with clothes properly tucked and
creased, the bottom right hand corner will read “Mike took an Uber, a professional's ride to
success.” Showcasing that Uber gives its consumers a sophisticated and “first class” appeal as
opposed to Ubers more dominant rival being public transportation.

Strategies for Interest

Speak to the Personal Interest of the Target Audience

Uber's most prominent consumers range from ages twenty-four to thirty-four, most members of
this community relatively have a grasp over modern day technology. Introducing an accessible
barcode to a poster ad would peak interest and market to your specific target audience of people
that not only are familiar with modern day technology but adept enough to use it. Have a poster
featuring some large-scale event occurring in the city and offer a free ride to the event for first
time users. Meaning the customer will still download the application and can use the service

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accordingly but when said Uber is called on the day the event is scheduled the ride is free of
charge. While the user is awaiting the event it is not likely that they will abandon the app so
frivolously, leaving them to conservatively use the service as they please.

Use the Sequencing of Ad Message

In a generation fixated on the idea of staying connected the influence other people have over
electronic media becomes a key factor in capturing a brand's image. Promote
“ #Who’sYourDriver?” As an ad campaign linking the user to the driver personally. Have
various print ads mainly posters located at transit stops whether it be bus or train, with a link to
Uber’s website where you will have the option to request notifications when your preferred
driver has begun their shift. Uber will then let you post to various social media sites messages
like “My Driver is Dave from Denver, Who’s Yours.” Possibly having the drivers picture and
profile as an attachment. Thus improving the driver to passenger experience and providing
further exposure through customers’ social media interaction.

Elicit Curiosity

Keeping the audience's attention reflects the company's pulling power of their product. One way
to elicit curiosity might be to have pop culture icons campaign as Uber drivers for upcoming
movies or events. Joe Jonas, a pop musician, started using Uber as a fun means to generate
income and the reaction from his occupants were nothing but positive. If a movie is premiering
in a certain city or an important sporting event is being played, we’ll have volunteers from the
cast or team pose as Uber drivers and interact with the fans. Uber could campaign commercials
specifically just recording the reactions of the occupants rather than the celebrities themselves.
The commercial would fade to a print ad of the movie and/or event showing people what the
promotion has to do with but not distinctively showing what the promotion is.

Story Telling

Uber is a company with no tangible location or hub where its employees are located, why not
highlight that aspect and give the consumers a look into the lives of some of the drivers that work
for Uber. Put the employees on display for the whole world to see and allow them to share their
own Uber experience. This is a company with employees ranging from all demographics, a look
into who actually works for Uber would put cautious consumers’ minds at ease that are
distressed at the fact that a stranger is driving them. Make the employees the opposite of just
that, give the Uber community an opportunity to build a relationship with the public and to show
that they are honest hardworking people similar to the individuals requesting the ride. Uber
drivers can either voluntarily send in short video messages or a picture with a short biography
which would alternately be used for print ads.

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Strategies for Recognition and Memory

Repetition

Advertisements that resonate need either creates some form of reiteration or highlights some
moral judgment. The name Uber is distinct enough to empower some form of recollection, which
makes the concept of projecting a stance on a topic that much more essential. Uber's stance on
drunk driving would give the opportunity to reiterate their proclamation on the dangers of the
subject and that Uber is there to ensure your safety and the safety of others. We can use
spokespeople directly affected by the threat of driving under the influence to enhance the
message into the viewer's mind. Uber is taking a stance that they care about the wellbeing of
their customers and offer a solution to the problem. Given the bleak subject matter and genuine
personal account, this campaign is ensured to draw concern from the viewer and have the
company resonate in their mind when thinking about the subject.

Color

Uber has recently switched from its original logo of a sleek black and white “U” to a more
difficult to understand atom like image. This was an ill-advised move, the company inadvertently
shifted from offering a simple yet sophisticated brand image to one which they have to explain.
The new image is not instantly identifiable with Uber which is the purpose of tools such as a
logo. Uber's success has grown so dynamically that people simply recognize the company
through the use of the letter “U”.

Uber should return to the sleek looking black and white “U”. The elements that these colors
showcase give the brand image a more professional and reliable looking service. Giving the “U”
a chrome finish provides a modern view of company that is technologically adequate and up to
date. Incorporating these colors into our advertisements is essential in providing our customers
with a professional and secure atmosphere for which they choose to use for transportation. Uber
has always characterized itself as an efficient and competent alternative to public transportation,
it is important to keep this appeal to advertise the overall image of the company.

Key Visual/Key Frame

This commercial will feature a young couple traveling to various landmarks around the country.
It will begin with the couple opening the Uber app, cut to them traveling with an assortment of
different Uber drivers (one for every new location), then it will cut to a picture of the couple
performing some humorous act together at that specific landmark. For example the two could be
riding the Charging Bull at Wall Street or taking a perspective based picture that makes it seem
as though the young lady is kissing one of the heads of Mount Rushmore. The entire commercial
will be accompanied by the song “I’ve Been Everywhere” by Johnny Cash. This ad will be

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effective because the different landmarks across the country will promote the versatility and
range of the brand while using the specific song to further enhance that feeling of never ending
possibilities. Adding humorous pictures of the couple to the sequence of the ad will reinforce the
brand recognition of the company.

Cognition Driving Strategies

Informational Strategies

Given Uber's firm hold over the technologically advanced demographic our informational
strategies will be focused towards reaching people outside of that particular area. The group of
people less technologically adept is the age group of 65 or older in which roughly 60% of them
use the internet periodically. The internet is not the correct way to network to this age
demographic but can still be a useful tool in providing information about Uber and its benefits.

Uber will host a series of informational based commercials listing the steps on how to use Uber
and convenient communication options Uber includes between the customer and the driver. The
specific Day parts these commercials will air during will be the Midday and Evening Drive
times, being the most prominent hours of viewers over the age of 65. These commercials must be
incredibly simple and specific to clarify Uber's intent to connect this age group with the rest of
the world. These commercials will then showcase a link to Ubers rules and specifications to
allow further research of our brand and its benefits.

Point of Differentiation

Uber’s most dominant point of differentiation is its image as a luxury service as compared to its
competitors in public transportation. They are the transportation service that caters to the
customer at a reasonable price. Uber expresses its own individuality by offering an assortment of
different ride options, the idea is to relate Uber's own individuality with that of its customers.

Multiple billboard ads will be used amidst the city streets and city entrances, these billboards will
picture customers and their name and where they took an Uber to that day. “Annie from Indiana
took an Uber Select to Phat Joe's Steak House” or “Joe and his friends from Atlantic City took an
Uber Plus to the Eagles game”. Selectively advertising certain Uber services to specific
locations, Joe took the Uber Plus so he and his friends were all able to share a ride together to the
game. Thus providing Joe with the services needed and providing an emotional connection with
his friends. Annie taking an Uber Select to a cheese steak shop is linking an upper class version
of Uber to a lower class eatery to showcase how nonchalantly this luxury can be used at the
individual's own discretion.

Making a Claim for the Brand

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Our claim is, “Uber remains competitive with its low cost and fast arrival time.” Uber will host a
campaign showcasing its affordability and productivity, we will conduct an experiment which
will record not only the response time of an Uber and a taxi called at the same time but the fare
at the end of the trip as well. Uber will perform this exercise with legitimate Uber users and
publicly display the calls being made at the same time. This ought to be done in a major city
improving Uber's chances of victory by mere numbers. When the two means of transportation
arrive they will be asked the cost of said transport, Uber will ultimately have the cheaper and
faster arrival time. If the cab ends up being cheaper and quicker than the Uber than a refund of
the difference of the two means of transport will be refunded to Uber’s users. On average Uber is
half as expensive as taxis services so the risk will be minimal not including the fact that Uber's
response time is quicker and tractable.

Soft-Sell Strategies

To appeal to the consumers’ emotional side we will revolve our commercial around a struggling
family with no definite means of transportation. A father will be at work attempting to get out
early enough to catch the bus to see his son's football game. Week after week the father misses
the bus by a mere couple of minutes and he arrives to the football field late to find his son
crushed after a punishing loss. The father is heartbroken, next week instead of waiting for the
next bus cycle after work he decides to call an Uber, he arrives to the game early to help his son
practice and he dominates under the lights that night. At the end of the commercial he calls an
Uber for a ride home and the screen will read “ Some moments don’t run on a bus schedule”
This commercial not only shames public transportation but reaches an emotional relationship
between the father, son , and consumer.

Feeling of Involvement Strategies

Uber as an organization is very limited in its involving strategies for the fact that it either
provides a service or promotes the aspect of becoming an actual driver and performing that
service. So to combine the two into one entire promotion would be the best route. Our strategy is
to offer upgrades to the pricier Uber options for long time drivers for the price of a standard
Uberx ride. This strategy would assist the development of new drivers to the company and also
promote loyalty between tested drivers and Uber. The type of media we will use to promote this
will be mainly skyscraper based banner ads on social media and job finder sites
(Careerbuilder.com, Monster.com, etc.) These outlets would provide us with the proper
amplitude of people surveying the advertisement and accurately reach the demographic we
intend to target.

Entertainment Strategies

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Our entertainment strategy will include a spinoff of the famed racing game Mario Kart. This
commercial will consist of an individual standing on a street corner proceeding to alert the
nearest Uber driver, then the group of Mario Kart participants ranging from Bowser and Yoshi to
Mario and Luigi will begin to race to our Uber customer. The rationale for using this type of
commercial is that most of our Uber users grew up playing these games and to create a brand
association with a video game connecting to their childhood will build a stronger brand
relationship.

Another model for entertainment strategies will again target our potential consumers’ childhood
in turn creating a firm brand relationship. This commercial will begin with a young mother and
child sitting at home when the idea of going to the park comes into play. The mother will contact
the Uber and the screen will shift to a muscle car whipping around turns and hurdling itself over
the hills of the city. The car will come to a screeching stop outside of the family's house, the
mother will then call to the young child saying “The Uber is here!” The screen will pan out and
you will see the child playing with the exact same car playing with it over different variations of
terrain resembling the city. The child will race out of the home to see the same muscle car with a
grin stretching from ear to ear. As the family get into the car, a voiceover will say, “Uber, turning
our childhood fantasies into realities.” This commercial is meant to entertain while also
associating to the emotional thinking of the consumer.

Persuasive Strategies

Persuasive Appeals

Our persuasive appeals look to highlight the three main aspects of consumer purchasing; we will
focus on Pathos (emotional appeal) by using our drivers’ lives as a look inside the company
itself. Our ethos approach (credibility/ethical appeal) will feature our rating system for our
drivers and diverse customer and employee base. The logos (logical appeal) will focus on the
sheer accessibility and low cost per ride as compared to public transportation.

Benefit

Uber is more efficient and reasonably priced as compared to standard forms of public
transportation.

Promise

Uber offers moderately priced transportation while still maintaining a luxury atmosphere.

Reason Why

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Uber is an organization that takes advantage of technological advances to cater to our customers’
demands.

Unique Selling Proposition (USP)

Uber is connecting people to a world once thought to be out of reach.

Strategies For Conviction

Our campaign must present our viewers with a logical perspective of the actual price deficit Uber
holds compared to its competitors. Actual customer testimonials must be provided to associate
Uber with the idea of customer satisfaction. These convictions must highlight the relationship of
Uber customers’ with their drivers but deliver a solution to dissatisfaction with employees as
well. Accurately displaying that an unsatisfactory encounter with one of the Uber drivers will not
reoccur through Uber's driver review system and ability to report claims to the company but that
these inadequate experiences will be rectified through discounts on future uses. These
testimonials look to hold Uber accountable for their employees and to give future customers
comfort in knowing that Uber will react to insufficient service.

Association Strategies

Linking Strategies

For our brand association, Uber will generate a personality that will act as a companion aiding
our customers through their overloading and chaotic lives. Uber will not be looked at as a service
but as a tool our customers use to escape the confines of limited transportation. We want to link
the brand to young urban professionals looking for a solution to their hectic lifestyle. From the
minute they wake up to the second they lay their heads down at night they are constantly on the
move and we want to showcase that Uber is not only availible at their convenience but along for
the ride of the daily struggle.

College students are participating in one of the busiest times of their lives and the feeling of
stress easily creeps into their mind, Uber intends to hold a persona looking to alleviate some of
the burden that is put onto their shoulders. Uber is a massive international company but looks to
target the consumer singularly.

Sponsorship Strategies

To connect Uber even more so to the business world our company could be in constant contact
with universities across the country offering discounted rides to internship interviews. Providing

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students with rides to future job opportunities will link Uber to their future, connecting the
company more personally with the consumer.

Still cementing Uber with the college community for commuter based campuses such as
Stockton University, Uber could hold some type of discounted means of transportation i.e a car
or jitney service to serve in neighboring cities to ensure an opportunity of education for every
individual in lack of transportation. The participants would have an online private sign in sheet
where they can submit their class schedule and click an option whether or not they are attending
class that day. The student will be able to check the availability of the amount of seats left on
said vehicle and request a ride prior to their class. The driver will then pick up the individual for
some fixed rate and drive the group of students to and from school, similar to the concept of a
school bus but offering a more direct and personal service.

Finally more of an entertainment based sponsorship strategy to connect Uber internationally we

will host some sort of race around the globe much like that of the television series “The Amazing
Race”. Contestants will consist of celebrity endorsers of the product will compete in challenges
revealing clues to the next location they must reach. This type of international competition would
boost brand recognition across the world and would present the ins and outs of Uber as the
contestants will use one traveling from location to location.

Brand Relationship Strategies

Our brand relationship strategies will focus heavily on the loyalty of our customers, but to build
our customers loyalty to our brand we must enhance the loyalty that we have with them. Offering
upgrades to higher levels for the price of standard rides for long time users or using proposals
such as free rides after the use of the service ten times as a type of electronic punch card.
Offering opportunities such as these will advocate long time users to remain with the company in
hopes of being rewarded by the brand.

For relatively new users that have not taken advantage of the company's availability we will offer
50% discounts for using the service multiple times in one day. The offer will expire after say
three weeks or the redeeming of the discount an excessive amount times in that period. This will
promote the frequent use of the service to new customers and will leave a positive imprint of the
brand in the user's mind.

Action Driving Strategies

Information Delivering Strategies

Part of our action driving strategies will be to provide our consumers with suitable ways to
research information about the Uber process itself as well as any promotional inquiries they

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might have. Many people are still uncertain on how Uber actually works so informational videos
will be spread throughout social media educating the public on the Uber system, providing some
sort of message board or telephone service which could explain any further questions about the
company or any current promotions. Individuals with the Uber app linked to their phone will also
receive text messages of current Uber promotions.

Word Of Mouth Strategies

Our campaigns word of mouth strategies will rely intensively on guerrilla marketing as stated in
Part Two of the campaign plan. We intend to first target the bar scene, these are locations that
frequent high foot traffic and offer a susceptible population of individuals with a lack of
motivation to drive themselves around. As stated before placing ambient media such as urinal
cakes and beer coasters advertising the company itself would keep the company in mind for
patrons contemplating driving home. Uber could also offer promotions that encourage the use of
the service by offering discounted rides to the individuals car the next morning using a promo
code set specifically to that bar, thus advocating an alternative to driving under the influence.

This brings an opportunity to advertise the service through the use of social media. By using this
code set specifically to that bar the customer will have the opportunity to share their decision
through social media. When the promo code is used the customer will have the option to post a
message on various social media sites such as Twitter or Facebook stating “Uber Mike gave me a
ride home from ______, #UberResonsibly” Local bars would not only be enthusiastic at the fact
that their establishment is being advertised but Uber itself will build a positive brand image for
its endorsement of sober driving.

Overview Of Message Approaches

Uber's overall message approach is that it is a luxury service but the customer does not suffer
monetarily. Uber's directed market is the young urban professional looking for an alternative to
owning a car and using public transportations jacked up fare prices. The methods that would be
most effective to our demographic of college students and young professionals would be Humor,
Slice of Life, and Shockvertising. These types would appeal to our demographic the most
because they are short, sweet, and to the point which are important attributes to have when
considering that most of our target audience is on the move constantly. The Straightforward,
Demonstration, and Comparison approaches are mainly focused towards an older demographic
which is not aware of the benefits of Uber as much as their younger counterparts.

Straight Forward

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Our straightforward approach will be centralized mainly on the direction of Uber employees,
marketing towards the intensification of the amount of drivers throughout the country. This
campaign will feature people expressing the benefit they gain from working for Uber and the
convenience they experience when choosing their own work schedule.

For example; “My name is Greg and I drive with Uber to make my own living around my kids
busy schedule”, have Greg’s scene take place in his home while doing laundry or cleaning up the
kids sporting equipment. Not only would this type of commercial draw appeal for being
progressive for displaying a stay at home father rather than mother, this would show the
flexibility of an Uber driver’s schedule. Not only does this father have the time to take care of his
children but he also has the ability to make extra money on the side to support his family. At the
end of the commercial provide an actual quote from founder Travis Kalanick:

“We like to think of Uber as the cross between lifestyle and logistics, where lifestyle is what you
want and logistics is how you get it there”.
This will provide rationale for the purpose of the commercial and provide confidence in the
company knowing that the direct operator is involved.

Demonstration

This form message approach will consist of a print ad depicting the simplicity of the process that
is requesting an Uber ride. We will perform a type of poster advertisement mostly on subway
cars and bus stops to further separate ourselves from public transportation, advertising in the
very places where patrons of these services are located. This poster ad will be separated into two
sections vertically and will demonstrate the actual steps in completing a successful ride request.
The first frame will reveal a finger pressing the request ride option on a smartphone. Then the
second frame will be the screen that appears when you have successfully requested a ride which
reads something along the lines of “John will arrive in three minutes”. The bottom right hand
corner of the poster will say “Yeah, it’s that easy”. This will reiterate the simplicity of the ride
requesting process.

Comparison

Seeing as how public transportation has becomes Uber’s biggest rival we must differentiate our
service as a more advanced and relevant form of transportation. To achieve this goal Uber will
have to hold a series of commercials comparing their technologically advanced efficiency with
their more out dated counterparts. Our first commercial will begin with a businessman in a city
attempting to hail a cab. Time after time taxis will pass him by, he will grow infuriated by the
minute. He hears someone yelling and looks down the street and sees Alec Baldwin in the exact
same scenario expressing his frustration, raging on the New York streets. Then an Uber flyer will
be blown by the wind directly to his feet, he picks up the tattered paper and reads it. The

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businessman will calmly collect himself and proceed to call an Uber. The final scene will show
our satisfied businessman in the back of his Uber, he then makes a paper airplane out of the flier
he came across and throws it out of the Uber window with a smile on his face. The flier then hits
our disgruntled patron at the end of the street. The commercial will end with Baldwin picking up
the flier and simply says “Oh.” and calmly takes out his cellphone. The screen will fade to the
Uber logo.

The second commercial will reenact a famous scene from the Spongebob Squarepants series.
During the episode in mention Spongebob finds himself stranded in a particularly intimidating
part of town. He ends up missing the bus multiple times, every time he looks away a bus drives
by and leaves him, almost seemingly deliberate. It gives the appeal of Spongebob versus the bus
company, as he attempts to gain information about the next bus he is mistreated and overlooked
by the employee working at the front desk, there are no more buses scheduled that night. This is
where our main character begins to get worried for fear that he must stay the night in an
unfamiliar city. The narrative will then shift from the original script where he is saved by an
innocent bystander to a more Uber friendly ending. Spongebob will begin to become
increasingly more worried as time goes on, finally a bus will pass him by yet again but as he runs
after it he notices an Uber advertisement on the side of the bus. He will proceed to hail an Uber,
when the Uber returns him home Spongebob will say “This could have saved me a whole lotta
anxiety” This commercial will highlights bus services disregard for customer satisfaction
and draw attention to Ubers accessibility.

Problem/Solution

For this scenario Uber will pose as the hero for a group of young party goers on a saturday night.
The collection of people will be celebrating one of their companions birthday having cocktails
and laughing outrageously. One person will look at their watch and realize that it is time to go
start their night, He states “OK guys who’s driving it’s time to go” The group looks around at
each other and witness the mood switch from exciting and eager to concerned and bothered. A
misguided yet kindhearted member stands up and volunteers to drive but proceeds to burp and
stumble back into their seat, the rest of the group proceeds to scold their ill-advised contribution.
A member from the back suggests “Let’s just call an UberXL” The group of partygoers are
thrilled at the idea and request the ride immediately. The scene will then switch to the group
going to various fun places and enjoying themselves in the back of their Uber van. A voiceover
will then read, “Let Uber make your memories happy ones”. This quote will portray Uber as the
solution to drinking and driving and makes the consumer comfortable that their intention is to
provide a safe and pleasant environment for you to experience life.

Humor

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For this type of advertisement we will dramatize Uber's superior progressive use of technology
over that of public transportation. The scene will take place in modern day New York City, a
young lady will be on a street corner attempting to hail a cab. Then a prospector mounted on his
horse and carriage will approach the young lady. He will explain that he is the taxi and ask the
young lady where she is going, after she tells him she asks for the estimated amount for the fare.
The old westerner will then say some ridiculous amount of pre-modern day currency, for
example “two gold shillings”. The young lady will ask if he takes credit cards, the primitive taxi
driver will then begin to laugh inconsiderately and begin to ride away. A young man in an Uber
sponsored car will call out to the woman in distress and say “I take plastic”. She will get in the
man's vehicle and the screen will fade to an all-black backdrop with white writing saying “Uber,
because the other guys are stuck in the past”

Slice Of Life

For this type of advertisement we would like to consider the benefits of becoming an Uber
driver, specifically the aspect of being your own boss and choosing your own hours. This
commercial will be short yet effective, we will have this ad begin with an office manager
scolding their employee for being late. The manager will then again criticize their work ethic
further when the employee has gone over his thirty minute lunch break. At the end of the day the
manager will proceed to ask the employee to stay later than usual to which he unwillingly agrees
to. We will then show the employee in their car eating a hoagie when they receive an
Uber alert, they will then grin and deny the request, then they will say “I drive with Uber for two
hour lunch breaks”. This ad would only last about thirty seconds and would be a perfect
promotional video to play before Youtube videos online or breaks in between songs for music
streaming sites such as Pandora or Spotify.

Spokesperson

The purpose of using a spokesperson in advertising is to build credibility with the brand and
enhance brand image that is why it is essential to for our spokesperson to clearly parallel Uber's
brand image. We want to capture the essence of luxury yet sensible so simply having some good
looking model would not suffice. Choosing an actor such as Joseph Gordon-Levitt would be
appropriate because his name is not as glamourous as compared to someone like George Clooney
but in a way more appealing. He gives the sense of attainability and significance but at the same
time, it is like his social status puts him onto a higher pedestal than the general public but his
personality and attitude give off a fun loving and approachable appeal. Which is exactly what
Uber hopes to capture, extravagance with practicality.

Teaser

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For this part of our campaign plan Uber will be teaming with Hallmark catering to couples the
months preceding Valentine's Day. Uber will create commercials consisting of the Uber “U”
logo bouncing around a screen adorned with wings and a bow and arrow comparable to Cupid.
We will hold multiple commercials having the logo carrying a box of chocolates, bouquet of
flowers, or a teddy bear. Each time the “U” will give each item to a similar female counterpart.
When the month of February hits the commercials will consist of the same subject matter but at
the end we will announce that Uber will deliver Valentine’s Day packages that consists of the
items the Uber logo is holding during the teaser campaign to your significant other at the specific
time and place you desire.

Shockvertising

When using shock advertising it is important to grab your viewer's attention violently but
nothing to the effect of making them turn their heads. For Uber’s form of this method we will be
advocating for the deterrence of drinking and driving seeing as how Uber is a driving service.
For this part of the campaign Uber will host thirty second psas set to air multiple family portraits.
As the commercial goes on members of the family will begin to fade away and the pictures will
change to a more worn and tattered version. A voiceover will read “No matter how much time
has passed, we never forget those we've lost due to drunk driving.” This commercial would
shock the audience with mere accuracy of the statement at the end. Playing a somber song to the
background of the slide show would only heighten this effect.

Part Four: The IMC Tools

Overview of Using IMC Tools

Integrated marketing communication (IMC) refers to integrating a large amount of marketing

tools such as sales promotions, public relations and direct marketing. This will promote brands or
products to the intended audience. Sales promotions are a stimulation in sales by some sort of
advertising or contest. Public relations (PR) is responsible for making and keeping relationships
in order to hold a strong reputation of the brand. Direct marketing is a form of advertising

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campaign that influences the audience to buy the brand or product. The communication between
direct marketers and their audience may be through direct mail, catalogs, telemarketing, direct-
response, or internet and direct response. Uber plans to use these IMC tools to have successful
promotions, and to polish our brand image.

Promotions

Overall Strategies for Promotions

Promotions are a way to encourage the audience to continually use the product or brand. Uber
will promote its’ brand through the use of coupons and price deals. We will focus on showing
true customer appreciation by offering coupons such as free or discounted rides. To attract new
customers, Uber will also offer such coupons to show the future consumers how great the brand
is. Sending these through internet and direct response will appeal to a largest audience, and
generate quick responses. The plan is to reinforce past customer relationships, but to create new
and strong ones.

Coupons

We will have two seasonal promotions, each lasting for two weeks. The first seasonal promotion
Uber will offer is in the springtime, running from May 15th to May 29th. Uber will offer a higher
rate, luxury car for half the price. The catch is that Uber will offer a convertible top ride, which
would normally be a luxury, for the price of the UberX, which is the basic Uber. The seasonal
promotion will create awareness for the brand Uber. This also allows new customers to try Uber
and like it, making them want to come back still when the coupon is no longer available.

Uber will also offer a holiday promotion, which will run from December 8th to December 22nd.
This will appeal to all those last minute shoppers who need a ride who will all of their shopping
bags from the mall. Uber will offer 40% off to all shoppers with many bags, and even offer
assistance with the bags if needed. Also, Uber will offer 30% off to all other who are not
shoppers, simply as a holiday gift. This will definitely make people want to use Uber, when
thinking about holiday shopping transportation.

Price Deals
Price deals are when a product has a temporary price reduction or sale price. The four different
price deals are cents off deal, price pack, bonus pack, and banded packs. Uber will use all four
types of price deals for our promotion strategies.

Cents Off Deal

This is a reduction from the normal price charged, and is announced at the point of the sale
through mass media, or direct advertising. Uber could offer 30% through emails of existing

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customers, and attract new customers by posting the deal on our website with a promo-code to
enter in the app and receive the 30% off.

Price-Pack
Price pack deals gives the customer something extra with their purchase. Uber could provide the
coupon for next visit when he/she gets in the car. All Uber drivers can carry this coupon to hand
out, and encourage the customers to come back and use it.

Bonus Packs
A bonus pack is where there is an extra amount of the product that comes free when you buy a
certain amount. Uber could campaign with every 5 miles traveled, the next one is free of charge.
This allows for free miles to add up if the destination is far, and encourages the customer to
travel far to receive an overall cheaper end price.

Banded Packs
A branded pack is where more units of the product is sold at a cheaper price than the standard
product amount. Uber could offer the more luxurious car rides such as Uber BLACK (Lexus GS,
BMW 5-Series, and Mercedes-Benz E-Class) to the customers for cheaper instead of the basic
UberX (Honda Civic, Toyota Prius, and Toyota Camry). This allows the more expensive,
luxurious car rides, to be almost as cheap as UberX.

Sampling
Sampling is when you allow the customer to try the product or service for free before an actual
purchase. Uber will offer our free ride promotion code on our website. This allows new
customers to take the code, put it in the app, and receive a first free ride to sample Uber's ride
quality.

Interactive Promotional Campaign

The role mobile devices play within people's lives is increasing significantly. One of the fastest
and easiest ways to alert Uber’s customers would be by mobile text messages. For our interactive
promotional campaign Uber will focus on using mobile advertising to promote downloading the
app, so they will receive member coupons. The purpose of this campaign is to educate our
customers about Uber’s mobile coupons and help them save money. Uber will also offer a sort of
reward system, like a punch card. The customers will be given an Uber card, and with every 10
rides you take with Uber, you're next is free. This makes customers stay loyal to Uber, and make
them want to ride with Uber more to receive their free rides.

Campaign Objectives

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 1. Use mobile advertising to create more brand awareness through the web. This will make
people download the Uber app and ride with us.
2. Convey the message that when you use Uber, you will be rewarded with free rides.
3. Create a loyal customer and brand relationship, yet still satisfy new customers.

Campaign Strategies

Uber will use a mobile advertising campaign on related websites Uber may be somewhat
associated with. We may advertise on college websites, bar and restaurant websites, casino
websites etc. We would advertise everyone to text “UBER” to 67980, to receive uber coupons.

When people text UBER to that code, a option will pop up. It will ask you if you would like to
continue on the mobile site, or be directed to the mobile app, (noted:that using the app may offer
you more coupons). With either option, it allows you to receive many coupon to is involved with
Uber. The mobile app would just allow you to sign up and become an Uber member, and be
rewarded for that as well. Also that will direct you to the apple store (Iphones) or the market
place (androids) to download the Uber app and receive exclusive deals and coupons.

Public Relations

Overall Strategies for Public Relations

Public relations is about strengthening relationships with its audience. House ads, public service
announcements, and corporate advertising are the primary uses of advertising. House ads are for
use in publications or programming. For instance Uber might run an in- house ad announcing its
new vehicles available for rides. One Uber will advertise is a public service announcements
(PSA’s). They are for charitable events that run free of charge on television or on the radio. A
campaign Uber may propose for a PSA may be to advertise not drinking and driving. Uber will
suggest to not let people you know drink and drive, and to help save a life. This will promote
safe driving, yet still rake in Uber sales. Our strategies will promote Uber but still send a
heartfelt message to the audience.

Online video

Uber’s first public relation tool will be an online video, being controlled media. This will be the
video of the PSA, announcing a campaign not to let your friends drink and drive. This video will
be short, but to the point of how dangerous drinking and driving is, and to get an Uber instead.
This video will also showcase many Uber drivers, driving many different cars in short clips to

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demonstrate Uber’s variety. This will increase our overall sales and send a positive message that
Uber cares about its’ customers’

Corporate Advertising
Corporate advertising is when a company focuses on image, or viewpoint. Everything involving
corporate advertising gets more emphasis if it is linked to a good cause. This is why the public
relations department may take care of this. Corporate identity advertising is what companies use
to increase their reputation. Uber can use corporate advertising by making a campaign focusing
on the attributes of Uber. Uber will advertise that they do not let people drink and drive. This
will make the consumer look at Uber in a positive way, and make the public want to use Uber.

Event Marketing

Event marketing links a brand to an events, and to the target markets lifestyle. Uber wishes to
engage the millennials as their influence audience. Uber will have an event at a NASCAR
speedway, such as Dover International, showcasing all the different car options, and hosting a
carnival. This event campaign will allow Uber to advertise its’ brand, hand out special coupons,
and reach a larger audience of consumers. This will create brand awareness, and increase product
sales.

Media Tour

Uber will do a media tour to explain our efforts to raise awareness for a foundation we support
dearly, fight for the children. Uber will advertise ‘Ride for a Cause’ and will donate one dollar
each ride taken in an Uber. Between December 2016 and April 2017, you will have a chance to
pick which charity to donate too. The charity who racks up the most money at the end, we will
donate an additional 5,000$. So ride Uber and donate to your charity of choice! This tour will
create free publicity for our campaign, and increase sales. We will meet one on one with special
contacts to make sure Uber campaign gains media coverage. This campaign and tour will give
Uber a positive view from our consumers, and will overall show them we care about our
customers.

Interactive Public Relations Campaign

Uber will promote the concept of importance by offering our customers the chance to pick any
car they wish to ride at a the low cost. The campaign will advertise how Uber cares for its
customers by allowing them to take a ride as unique experience of their life. Whether the
customer picks to be picked up in a sedan, or a BMW, the experience will make the passenger

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feel special and it motivates them to ride more often with Uber. This campaign is designed to
give old and new customers a chance to see what Uber is about.

Campaign Objectives

1. Encourage our customers to follow our brand on Facebook, to receive special offers.
2. Expand our customer base by getting more people involved and aware of our brand
3. Let the customers be a part of a decision (which charity to donate to) which will create
buzz.
4. Enhance Uber’s image through creating special customer to brand relationships.

Campaign Strategies

The “Uber poker” contest will be announced to our email subscribers, and advertised on our app.
Uber customers will be encouraged to ride with us because with every mile you travel, you gain
a poker chip. One mile awards a white poker chip, worth 2 points. Three miles awards a red chip,
worth 5 points. Five miles gets a blue chip,worth 10 points. Eight miles awards a green chip
worth 25 points, and lastly 10+ miles getting a black chip, worth 50 points. This game will be
monitored through the app, and the Uber driver must confirm the transaction of points onto your
Uber app. There will be 10 winners that Uber will award a free Uber ride for life.

This contest will encourage people to ride with Uber to save up poker chips and gain points to
win the main prize. To sign up for the contest you must go onto your Uber app, and hit the
contest link advertised on the homepage. This contest will only being going 30 days after the link
is posted on the app. This campaign will be effective because it encourages people to ride with
Uber, save their points, and receive a free lifetime membership.

Direct Marketing

Overall Strategies for Direct Marketing

Direct marketing is when we sell products directly to the public without going through any other
channel members. Direct marketing is interactive and uses various types of media to advertise a
brand or product. There are many tools of direct marketing such as direct mail, catalogs,
telemarketing, direct-response advertising, direct and indirect response etc. Since Uber is mainly
used for transportation, we will use catalogs, direct response, and mobile marketing. This will
make sure Uber markets all of their product options to all possible consumers.

Catalogs

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A catalog is a couple page booklet that is received by direct mail. On the first page of Uber’s
catalog it could tell the reader all the different versions of cars Uber offers and the prices. This
page would include mainly information on UberX, UberXL, UberSELECT, UberBLACK, etc.,
with pictures of cars that would fit in that ride category. On the next page it could have several
Uber advertisements making the reader want to try Uber. Lastly, on a different page we could
showcase Jimmy Johnson, the NASCAR driver, riding Uber for days ‘even he does not feel like
driving’. This will showcase even celebrities will use Uber when they do not want to drive.

Direct Response Marketing

Direct response marketing use both print media and broadcast media. Uber will make an ad in
our catalog offering a promotion code. Once the customer receives the code, he/she must
download the app to receive the coupon. Once the app is downloaded and the promo code is
entered, the customer will automatically receive the coupon to be used on their next ride. Also,
Uber will make a commercial showing the Uber car, driver and rider. By using certain effects in
the commercial, the Uber car will be going at a normal pace, while the city around it is growing
to be very hectic. This will showcase Uber’s positives of not having to worry about driving in
traffic, it shows Uber’s convenient, and also that Uber riders to not need to worry about parking.

Mobile marketing

Mobile marketing is marketing on or with a smart phone. This provides the customers with
personalized information that may offer deals or promote coupons. Uber is all about mobile
marketing since the whole brand is based on the Uber app. In order to catch a ride with Uber,
you need to download the app. Those who have our app receive special offers and special
notifications. Uber also offers marketing through text messaging through our app. People who
sign up to receive our texts will receive promo codes with special offers to be linked in on our
app every so often. When downloading the app and including your information, it allows Uber to
pick up on your certain location. This allows Uber to be able to locate our users to be able to pick
them up for their ride in a timely manner. Also, by allowing access to your location, Uber can
send notifications through the app to your phone informing you when a driver is near you and
available.

Interactive Direct Marketing Campaign

Uber will choose to use email marketing for our direct marketing campaign. This allows Uber a
way to have fast contact with our customers, and allowing them to engage in our brand. Uber
will offer unique deals through the use of email marketing, and encourage our customers to
spread the word of Uber. This campaign will focus on keeping our loyal customers satisfied, and
engaging new customers to support Uber. Within each email will include our links to our social

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media accounts, and a link to our app. This allows easy and convenient answers for our
customers, and also allowing them to view different deals on different social media accounts.

Campaign Objectives

1. To build a strong connection with Uber and their email subscribers.

2. To promote our social media channels and app.
3. To gain insight on customer car preferences.

Campaign Strategies

Uber will design a creative and colorful email newsletter. The newsletter will contain various
images of certain vehicles Uber offers and some catchy slogans. We want the template to be
simple and straight to the point. For example, we might have a few pictures of the cars with the
slogan, “Don’t feel like trying to find somewhere to park? Use Uber.” These emails will be sent
to those who subscribe to our app, and sent once a month. With each email, Uber will offer a
coupon deal to the subscribers. There will be two coupons attached to this email: When you
drive 5 miles with Uber, the next two are free and a promo code (8001) to be linked in on our
app, and receive 20% off your ride with Uber. Also within the email, there will be a tab where
you can click on and be automatically directed to our social media such as Facebook and Twitter.
At the end of the newsletter, we will include a sales message stating the following:

“For this month only, receive two free miles for every five taken with Uber, and enter the promo
code 8001 to receive 20% off your whole ride with Uber! Hurry before time runs out!”

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 Uber Advertising Copy

Direct Action headlines

Assertions:
“Uber, Ride In Style”
“Uber: Never fight for a ride again”
“Uber, Professional service for professional people”

Command:
“A Personal ride is just a few taps away with uber”
“Uber doesn't need your hand in the air, just a simple tap of your finger”
“Let Uber get you there safely”

How to:
“Had one too many drinks at the bar and having trouble finding a ride home?”
“Don’t scramble for a taxi last minute, a few simply clicks will have uber come to you”
“Family vacation have you stressed with planning the day's events?”
“Let us handle the rest.”
“Last minute business meeting across town?”
“Let the professionals get you there on time”
News Announcement:
“Your Uber has arrived”
“Ride in style with our newest selection of vehicles”
“Redesigned APP lets you catch a ride even quicker”

Indirect Action headlines

Puzzles:
“Taxi’s Ignoring you? Sick of fighting people in the street to catch a ride?”
“You choose Uber, not the other way around.”
Associations:

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“Your arm is asleep you've had it in the air for so long, why are you still torturing yourself? Just
relax with Uber”
Blind Headlines:
“Make out in the back seat”
“Don't remember how you get home tonight”

Jingles and Slogans

Parallel Construction:
“One click, you're in”
“Tap it, use it”
“Last call, first there”
Unexpected Phrases:
“Do you uber?”

Alliteration:
“ Uber Easy”
“Ultimate Uber”
“Uncover Uber”
“Uncharted Uber”
“Uber Utopia”
“Utilize Uber”
“Uber Urgency”
“Uncle Uber”
“Uber Underground”

Cuing for Product:

“Time to get home safe: Use Uber”
“Let us know it's last call: Uber”

Direct Address:
“Uber will be there when you need us”
“Uber will always be your DD”
“Uber will help you enjoy your vacation”
“Uber cares about your experience”
“Uber, when you don't feel like picking up your in laws”
“Uber doesn't need your hand in the air”
“Uber, because options mean everything”

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Print ad 1:

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Print ad 2:

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Print ad 3:

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Print ad 4:

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Print ad 5:

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 Script & Storyboard
Uber
:60 TV
“A Safe Ride Home”

VIDEO:
OPEN ON LS OF FRED LEAVING BAR

SFX: SCUFFLES, BEER BOTTLES

CLASHING AND MEN TUMBLING

VIDEO:
CUT TO CU OF FRED’S PHONE
DIALINGS FRIEND’S NUMBER.

SFX: PHONE DIALING, RINGS, AND

GOES VOICEMAIL

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VIDEO:
SLOW ZOOM OUT TO FRED, AS HE
HANGS UP THE PHONE.

AUDIO:
ANNCR (VO): Oh no! What am I going to do
now?

SFX: MEN ARGUING FROM INSIDE BAR

VIDEO:
SLOW ZOOM OUT INTO A LS OF FRED
NOTICING AN UBER AD ON A
BILLBOARD ABOVE HIM

AUDIO:
ANNCR (VO): I guess I had one too many
beers and forgot I could catch a cheap ride
with Uber!

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VIDEO:
CUT TO CU OF FRED’S PHONE FROM
POV OF FRED, REQUESTING A RIDE ON
THE APP

AUDIO:
ANNCR (VO): With just one click of a button
and my ride will be here within minutes...Do I
have time for another beer?

VIDEO:
CUT TO LS OF FRED BACK IN BAR
DRINKING ANOTHER BEER, FROM POV
OF BARTENDER

SFX: SIGH OF RELIEF AND

REFRESHMENT, POOL BALLS
CLACKING TOGETHER

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VIDEO:
CUT TO LS OF MAN IN BAR, UBER
WAITING OUTSIDE OF WINDOW FROM
POV OF BARTENDER

SFX: CAR HORN BEEP FROM OUTSIDE

AUDIO
ANNCR (VO): Wow, my Uber is here
already? I couldn’t even finish my beer.

VIDEO:
CUT TO LS OF FRED IN UBER CAR
RIDING AWAY

AUDIO:
ANNCR (VO): Uber… you saved my life!

SFX: CAR VROOMS AND SQUEALS

AWAY.

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