UBER
FOMO CODES
In a sea of festive promotions, ours is the one you'll fear missing out.
The excitement of scoring a promo is gone. With competition in the rideshare space, riders have become complacent and expect promo codes all the time. Instead of just buying rider love all the time, we wanted to bring back the exhilaration of getting promo codes that also made business sense.
We spotted an opportunity in the calendar year to try this - the time between Christmas and New Year's Eve, when people are on leave and going out. We want to encourage people to take a ride with Uber when they do. So, we released time-sensitive promo codes only on social media. The shorter the time frame of validity, the higher the discount.
Did you spot the FOMO CODE?
It's in the creative!
We paired the promo mechanics with fun and exciting visuals and copy that suits social, and also gives riders an idea of what they could do with their promo ride! Go out for a late-night movie, play pool, birthday parties or for a swim... Uber got your ride covered. Over four days, we increased the value of our promo codes and shortened the time frame to increase the excitement and talkability of this campaign.
Results:
A four-day frenzy of 5x above-average acquisition. Instagram Stories views went through the roof (4x higher), and a wave of positive brand vibes. Plus, we cracked the code (pun intended!) for cost-effective promos and the success was replicated across the region.
My role:
Concept Development, Copywriting, Storytelling & Narrative Design, Team Mentorship, Cross-Functional Collaboration, Project Development