Team 8

Carter BoyceWilliam Henry

Amy GrantSaif Mohammad Ishtiaque

Benjamin KentNadia Hyder

The AskIncrease uberPOOL rides to

500% in 12 Months

Problem Saving a few dollars on uberPOOL doesn’t outweigh the loss of control

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.

Ride with New York Cityin uberPOOL

#meltingPOOL

Embrace #meltingPOOL

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]

Not Embracing #meltingPOOL

Embrace #meltingPOOL