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Uber needed to respond quickly and forcefully to recent public events around rider safety and driver confirmation. Their messaging needed to reach young female riders in particular. Uber and its media agency turned to OnCampus Advertising (OCA) to develop a media plan to reach college students nationally as well as the general population in three large metro markets. They chose to use digital out-of-home displays (DOOH) because the creative could be deployed quickly and reach a broad audience.
uberlogo
Uber needed to respond quickly and forcefully to recent public events around rider safety and driver confirmation. Their messaging needed to reach young female riders in particular. Uber and its media agency turned to OnCampus Advertising (OCA) to develop a media plan to reach college students nationally as well as the general population in three large metro markets. They chose to use digital out-of-home displays (DOOH) because the creative could be deployed quickly and reach a broad audience.
college campuses
1
large metro markets
1
million DOOH student impressions
1
Deployed in one week
1
The OCA team responded immediately. Within a week, the team had planned, negotiated and deployed DOOH placements on 105 college campuses and throughout the three metro markets. The speedy and forceful response reached hundreds of thousands of students and other Uber customers, alerting them to the importance of rider safety precautions.
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