Lyft, a direct competitor of Uber, with it’s branding and design attracts more female millennial drivers. with the launch of Uber’s driver app we needed to encourage more women to drive for Uber. To challenge the stigma of “Uber drivers” being a negative label we had to reposition their existing perception. We need our drivers to know that we’re “a partner in their pursuit” - no matter how ambitious the dream or goal is.
Our research showed that the primary concern was safety. We’ve compared data from driving with Uber to other direct and indirect competitors and found that every job had tallied up their own set of risks. Instead of building a campaign around legal, marketing, and development of new in-app features, we wanted to create a clean, direct, new, and positive direction for Uber partners. Safety will be tackled in our secondary subtextual message, as well as; flexible hours, desirable wages, and instant pay.
“Get There” has a duality to it’s meaning, one for the passengers and the other for the drivers. Driving for Uber helps you get there faster.