Melting Pool
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Transcript of Melting Pool
Communications ChallengeChanging the perception that loss of control in the uberPOOL experience is negative.
[Cultural] InsightWe live in a divided world. But our divisiveness is precipitating a counter-culture of inclusiveness, especially in New York.
[Usage] InsightCars are a space of intimacy where moments are shared. Sharing a car with a stranger is inherently uncomfortable.
[Human] InsightIntimate, informal spaces are incubators for great ideas that can lead to cultural change.
Counterculture of inclusiveness
Discomfort in sharing private
spaces
Informal spaces facilitate great conversations
Messaging Opportunity
Get people to lean into the unpredictable experiences that uberPOOL could provide in the most diverse city of the world.
Targeting Opportunity
● Tourists● People in contexts where
time is not an issue (going out vs commuting)
Tourists
Travellers in contexts where time doesn’t matter
Get To BySee UberPOOL as a commuting experience instead of a commuting option.
Showcasing how uberPOOL celebrates the diversity of New York.
ManifestoWe’re uptown, downtown and Brooklyn. We share moments in small spaces, and find intimacy in public places. We’re both fleeting visitors, and here for the long haul. We build each other up, but not to tear each other down. We want improvement, but not exclusion. We think we just exist, but actually, we’re thriving. Thriving on our differences.
We shovel snow from sidewalks in winter, wear suits when it’s 90 degrees, cram into subways and dodge trash on sidewalks year round. It’s not comfortable, but we flourish through collision. We’re New York City, we’re Uber #meltingpool, and we’re comfortable with being uncomfortable.
Problem
Sharing the intimate space of an UberPool embraces the unpredictable in the most diverse city in the world.
#meltingPOOL
Positioning
Idea
Saving a few dollars on uberPOOL doesn’t outweigh the loss of control
Barrier BarrierBarrier
Comm Task Comm Task Comm Task
Tactics Tactics Tactics
Lack of control over who users are riding with
Lack of control over time
Lack of awareness and adoption among tourists
Increase positive perception of unpredictability of experience
To reach people in context when time is less of an issue
1. Tourist awareness2. Drive tourist use
Driving conversations - Celebrity launch
Deepening the relationship and experience of NY - Visitors
Communications Plan Campaign Architecture
Embrace the unpredictable - Nightlife
Outdoor - OOH (billboards, posters in airports and
subways
Social - #meltingpool Branded entertainment Influencer marketing
[ BRAND BUILDING ]
Content Hub: uber.com/meltingpool
Uber app
Real-time social updates/tracking
Geo-targeted mobile banners
Geo-targeted search
Contextual targeting (OpenTable, Yelp, Kayak,
local bars)
[CONTEXTUAL TACTICS]