A Ramadan activation that showed customers Uber understands their culture
Ride to Reconnect, Uber
The Challenge
One of the biggest struggles during Ramadan is the wait. Waiting to break your fast, waiting to meet friends and family, and worst of all, waiting in traffic.
How can an American brand that’s part of the problem, take part in this moment without seeming insensitive?
The Idea: Ride to Reconnect
Where others saw a problem, we saw an opportunity. This is the story of how a brand known for connecting people to places, connected people to people instead.
We partnered with Uber to turn waiting time into meaningful moments for its riders. During the month of Ramadan, selected Ubers in Singapore, Jakarta and Kuala Lumpur were fitted with free Wi-Fi and tablets designed for riders to call their loved ones anywhere in the world.
We also created a microsite, accessible from the Uber app, which allowed riders to send greetings to friends and family members using a range of bespoke GIF cards crafted with love by noted local illustrators.
The Results
In total 350 calls, and a total of 6 hours of conversations were had in Uber’s Rides to Reconnect. Those who weren’t lucky enough to catch a ride, still used the app to create their cards, with 10,500+ cards created during the month of Ramadan.
Most importantly, the campaign shifted the perception of Uber in the markets. 73% of riders saw Uber as a brand that understands their culture, and 51% were more likely to ride with Uber again.
More featured work
Run by Moms
Gemini Social
Zero Friction Future
Ride to Reconnect
Brands We Travel With
Demolition Site
The Next Story
Love at First Bite
Wardrobe Fresh