13CABS
Surge SAver
Ideation / Concept
INSIGHT
Now I’ve seen a number of campaigns to try and reconnect people from Uber to maybe try a cab in Australia. To me many of them missed the mark and really didn’t offer anything to help change the mindset of just ordering on Uber without a thought. But recently after a trip and needing a ride home from the airport, I found the surge price was far and away above what I’d expect to pay, so I took a cab and it was cheaper. In today’s cost of living crunch, saving a buck or two is a pretty solid reason to think about a switch. This is where the Surge Save was born.
IDEA
The idea was to use programmatic digital OOH in areas of high transit and where Ubers are most likely booked, like busy CBD’s, and commuter hubs and most importantly (like where this idea came from) is in airports. Grabbing people attention when they’re thinking about how/where they get to their next place. By using digital OOH placements would used a programmatic feed to determine when Uber is surging (in real time) and displaying that exact information. showing even potentially before people have looked at the Uber App there’s a surge, and increasing the possibility of people switching to a cab instead.
Messaging could also could be tailored to suit events in each major city, from a festival to a sporting game to make an even deeper connection to those viewing it.
