UBER: Ask Sam Acquisition Campaign
MY ROLE: Campaign Development / art direction / design
CREATIVE PARTNERS: Josie Fox, Jack Nunn
AGENCY / CREATIVE DIRECTION: Special Group
Working with Special Group Sydney I was brought on board to help bring to life the Ask Sam Uber launch campaign for Australia & New Zealand through various ideas and art direction. This first campaign created was 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 Uber decided to take Australia's most popular name and give every Sam in Australia a free ride. 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.