Business Challenge:
Uber wanted to bring to life their proposition, that they provide people with a tool to discover the hidden gems of a city, that you never new existed.
Idea:
To bring this promise to life in Dubai, we created a living, transforming experience throughout Sole DXB festival of music, sneaker and culture.
The Uber experience was hidden in plain sight. An ever changing environment , bringing to life a hidden side of Dubai – one minute Pop-Up DJ set, the next a secret supper club.
We partnered with the region’s up-and-coming artists, musicians, designers and chef’s to showcase the talent the city has to offer.
My Role: Strategy Lead & Senior Project Manager
Strategic approach, content planning and programming
Co-ordination of the strategic and creative team building the concept
Producer delivering the onsite experiential activity
Impact
This campaign contributed to the connection Uber now have with consumers in Dubai and presented a human side to the brand
Uber have since acquired their biggest competitor in the region – with further growth expected