UBER: Ask Sam Acquisition Campaign
MY ROLE: Concepting / art direction / design
CREATIVE PARTNERS: Josie Fox, Jack Nunn
AGENCY / CREATIVE DIRECTION: Special Group
I've recently been brought on board to help Special Group Sydney launch Uber in Australia & New Zealand. This first campaign we've created is simple — Ask Sam. It was clear once someone took a journey with Uber they could see how great a service it was and would recommend to friends, so with that in mind we decided to take Australia's most popular name and give every Sam in Australia free Uber. If anyone had any questions they knew exactly who to ask — their mate Sam, or Sammy, or Samita, absolutely anyone with Sam in their name. Using real Sams we created a simple film and animation to tell the nation who they need to ask about Uber.
There was a lot of social interaction with the campaign and it proved to be the most succesful APAC promotion Uber have done to date.
This is the first of two campaigns I’ve been working on for Uber, the rest are still in the making...