Over 300 type-driven animations were developed to re-engage US drivers nationwide and stimulate urgency.
As the world began to reopen in 2021, Uber faced a challenge. Although rider demand was recovering and earnings potential was high, many drivers opted to continue with delivery services rather than return to passenger transport.
To address this, Uber launched a robust promotional campaign to attract these drivers back by boosting their confidence and highlighting unprecedented earning opportunities.
Research indicated that drivers were willing to reconsider passenger transport post-vaccination, yet they lacked urgency and had no current interaction with Uber.
With earnings higher than usual due to an additional $250 million driver stimulus, there was a potent incentive for drivers to return. Communicating this incentive through strategic use of motion could increase awareness and increase driver click-through rates.
Multi-Platform Messaging
A series of energetic, animated typographic videos were deployed across social media, digital displays, and out-of-home advertising to communicate the benefits of driving now.
Region-Specific Localization
Over 300 unique, dynamically targeted assets were developed. These included specialized campaigns for nationwide and New York drivers and day-specific messaging, ensuring relevance across diverse demographics.
The design and animation process was strategically developed to scale across all available platforms, including Facebook, YouTube, Snapchat, Instagram, and various out-of-home applications nationwide.
Animated HTML5 display ads were coded to move with the same energy as the social and out-of-home assets. This provided proper consistency and enhanced campaign recognition and digital engagement.
Each animated asset is part of the audience’s overall journey, so we designed this campaign to tell a cohesive brand story across every touchpoint while allowing flexibility for localized messaging. This created urgency and motivated the driver audience to click through to landing pages, moving them deeper into the funnel.
The animated campaign successfully reignited interest among former drivers, translating to a notable increase in driver trips and participants' renewed sense of security and profitability.
