Brand Tracker

Welcome to the automated Brand Tracker diaries.

Japan

Uber Japan leans into exaggerated humour in new campaign

Brand: Uber

Campaign: Over-the-Top Discount

Source: https://www.marketing-interactive.com/uber-japan-leans-into-exaggerated-humour-in-new-campaign

Goal: Convert traditional street-hailers into first-time Uber Taxi app users

Claim: 99% off for first-time riders

Media: Out-of-Home advertising, digital video spots

Summary: Uber has launched a new campaign called 'Over-the-Top Discount' aimed at attracting first-time users to its Uber Taxi app. Collaborating with VML & Ogilvy Japan, the campaign features comedian Hollywood Zakoshi to play up the exaggerated nature of a 99% discount. Targeted at young professionals, the initiative includes various media placements, such as an out-of-Home takeover in Tokyo's Shibuya Station and digital video ads portraying relatable late-night scenarios. The campaign runs from September to October 2023 and seeks to resonate with urban commuters by using humor and relatable insights.