Move What Matters

Challenge

Loyalty

Summary

Here’s a puzzle. When your service is all about moving people, what do you do when people aren’t allowed to move? You take a stance, boycott your own product then find a way to help.

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Challenge

Uber certainly wasn’t the only company facing a unique challenge during the pandemic, but when your whole business is based on people going out, and governments around the world are telling them they must stay at home, you have an extraordinary challenge. What do you do? What are the business priorities when the business grinds to a literal halt?

The Campaign

We boycotted against our own product. To focus on people, not profits.

The best boycotts are social in nature, so we activated it like a social movement. We prioritised and intercepted the surge in social media usage to get people talking about the importance of not moving.

We reinforced this with communications around our role in the crisis: to keep people from moving while also allowing Uber to “Move what matters”– letting people know that by not using the product, they were helping Uber provide essential journeys and delivering meals to the people on the frontline.

Results

Uber experienced the highest impression score to date, and highest reputation score for the past four years during the campaign (YouGov).

Positive or neutral sentiment
97%
of measured reactions.

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