The objective of Uber's Comfort Electric campaign was to revolutionize the perception of sustainable rideshare options amongst consumers, showcasing that luxury, style, and eco-consciousness can seamlessly coexist. The primary goal was to drive awareness and adoption of Comfort Electric rideshare in the US and Canadian markets, while providing Uber with a content bank of premium video assets from creators. Uber Comfort Electric is a premium zero emission vehicle with a top rated driver at the tap of a button. We sought to position this service as the quintessential choice for those seeking a premium yet affordable ride without compromising comfort or style. Typically, those that consider themselves to have sophisticated taste, across Millennial, Gen X and Gen Z demographics.
Additionally, we aimed to support Uber's commitment to becoming a zero-emission platform by 2040, thus contributing to the global climate solution. Through a series of strategic partnerships and immersive content creation, we aimed to captivate our target demographic—discerning individuals with a penchant for luxury, style, and sustainability—and compel them to consider Comfort Electric over default options like UberX for their transportation needs.
Uber Comfort Electric is proof that you can have it all. It’s the easy choice, being environmentally friendly while allowing riders to still enjoy an elevated experience in a luxury car, never having to sacrifice pleasure for sustainability. The campaign strategy hinged on this insight, crafting captivating content that showcased the luxurious yet sustainable features of Uber Comfort Electric while leveraging the influence of TikTok creators to reach our target audience.
We hand selected six creators and five videographers across key markets, ensuring they possessed the requisite aesthetic and storytelling prowess to effectively convey the campaign message. Collaborating closely with Uber, we secured permits for iconic locations in Los Angeles, San Francisco and Chicago, enriching our content with diverse backdrops that underscored the essence of each city. Partners were tasked with rediscovering the beauty in their own city, while enjoying the perks of Uber Comfort Electric and what it helps preserve. From this, they developed high-quality video content, all shot during their ride. Each iconic city was showcased from the POV of the ride’s elevated moonroof and windows. To achieve this, creators collaborated with respective videographers to capture social and professional B-Roll footage, boasting the experience.
Despite facing challenges such as sourcing localized talent and securing permits within tight deadlines, our agile approach and robust partnerships enabled us to overcome obstacles seamlessly. Through TikTok, the six creators brought the campaign to life, immersing viewers in the unparalleled experience of Comfort Electric while highlighting its premium features and environmental benefits. The campaign's unique perspective—captured entirely from the vantage point of Comfort Electric's windows and moonroof—set it apart, offering audiences a fresh and immersive glimpse into urban landscapes. Through meticulous planning and real-time optimizations we transformed challenges into opportunities, culminating in a campaign that resonated deeply with our target audience and garnered widespread acclaim.
The results of the campaign surpassed expectations, effectively achieving our primary objectives of driving awareness and adoption of Uber Comfort Electric. With a total of 1.6 million views and 361,000 engagements across organic channels, the content captivated audiences and sparked meaningful conversations surrounding sustainability and luxury. Notably, creator Phillip Gosek's viral post, amassing 57 million views, showcased the campaign's immense reach and resonance. The campaign also drove a significant lift in awareness of Comfort Electric, which was a primary KPI.
In partnership with the brand, and in collaboration with the talent on post-production, our team ultimately delivered 72 raw social media assets, paid ads and B-Roll footage to Uber. The content spanned across 4 cities, featuring iconic locations from the Los Angeles Art District to the Golden Gate Bridge and Hyde Park in Chicago.
By seamlessly integrating luxury, sustainability, and social consciousness, the campaign not only elevated Uber's brand perception but also propelled the company closer to its goal of becoming a zero-emission platform. Its success showcases the power of strategic creator partnerships and immersive storytelling in driving meaningful change and fostering sustainable behaviors.
