transportation

Uber Launches Global Brand Campaign

Uber’s new global brand campaign aims to amplify the brand’s central, simple message: We’ll show up for you, so you can show up for someone else. 

Debuting during the Opening Ceremony of the 2024 Summer Olympics on Friday, the effort, themed “On our Way,” comes at a time when loneliness is at an all-time high.

Created internally by Uber’s creative team, the effort depicts the joy and delight when a ride is en route or a delivery is on the way. It includes both a 90-second spot and a 60-second cutdown.

Every day, Uber enables millions of people around the world to go anywhere and get anything. The shared sentiment of knowing that someone is showing up for you and that they’re on their way inspired this brand campaign.

advertisement

advertisement

“Showing up is deeply rooted in Uber’s DNA," Uber CMO Jill Hazelbaker tells Marketing Daily. "Everyone has a story about when Uber or Uber Eats was a lifesaver, or when a driver went above and beyond to help. It feels good knowing that more than 25 million times a day, we’re doing our part to help someone get on their way.”

As the Olympics are synonymous with fans showing up for their countries and athletes, it was a natural fit to launch a campaign dedicated to people showing up for each other. The fully integrated campaign will be running in the U.S. and France across owned channels including the Uber app, web, email, and organic social, and paid channels including paid social in TikTok, YouTube, influencers and strategic digital placements. 

Closing the spot is Uber’s first ever sonic identity. To continue linking its family of brands, Uber developed a sound that translates the brand into an audio cue. 

Uber partnered with amp, a leading sonic agency, in the creation of Uber’s sonic identity. The company's sonic branding will span the entire Uber ecosystem from Uber to Uber Eats, and will begin rolling out in campaigns and content globally over the coming months.

Next story loading loading..