13CABS
Surge SAver
Ideation / Concept
INSIGHT
Feel I’ve seen a number of campaigns to try and reconnect people away 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 – it’s become second-nature to a lot of us. 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 peoples attention when they’re thinking about how/where they get to their next destination. By using digital OOH programmatic placements, and by using real-time data to determine when Uber is surging to displaying the exact surge. Showing passers-by that there’s a surge on, and there’s a cheaper way to where home or wherever they’re headed is not going to cost them an arm and a leg.
Messaging could also could be tailored to suit events in each major city, from a festival or concert to a sporting event to make an even deeper connection to those viewing it.
