Zulu Alpha Kilo

Uber Canada/M.A.D.D.
"Uber Moms"

Client: Uber Canada/M.A.D.D.
Product: Uber Canada/M.A.D.D.
Title: Uber Moms
Media: Online Video
Country: Canada
Date Of Campaign: December 21, 2018

Background: Situation: In Canada, over a third of road fatalities involve alcohol: more than any other developed nation. In November, Uber Canada and Mothers Against Drunk Driving (MADD) Canada, launched a partnership to remind Canadians of the consequences of impaired driving. Brief: Knowing that Canadians had become desensitized to familiar arguments against impaired driving, our job was to find a fresh way to frame the issue for Canadians to reconsider how they get home when drinking. Objectives: Reduce impaired driving in Canada by raising awareness of the issue and promote the decision to choose a safe ride. Develop a donation stream for MADD Canada.

Idea: Heading into the holiday season, a time of year when there are more celebrations and festivities, we wanted to more personally connect with Canadians to deliver the critical message of choosing safer rides home when drinking. But we needed this message to feel personally relevant. Enter Uber Moms: an activation designed to disrupt the targeted riding experience with an important anti-drunk driving message told from a very specially-selected Uber driver: a mother who had personally felt the devastating loss of a child due to impaired driving. Someone who’s own circumstance could be directly shared in the moment that matters most - riding home from a bar. But a local activation is limiting to drive national action, so we broadened Uber’s brand experience and introduced the “Late Night Hero” Compliment badge. This allowed late night riders to thank all drivers giving safe rides and through this compliment, donate $1 to MADD.

Results: By taking a disruptive stance consistent with Uber’s brand, the campaign gave people a new reason not to drive while impaired. Uber Mom efforts reached 1.8 million Canadians, generated 11.5 million earned media impressions. Additional Uber In App Card messaging reached 1.5 million monthly active riders and 50 thousand monthly active drivers. Post-campaign brand lift studies showed our Uber Moms reached the intended audiences, with a 14pt lift in recall with the targeted 35-44 demographic. Through the “Late Night Hero” compliments on the app, we successfully reached our $100,000 MADD donation goal in 19 days, 37% ahead of target.