Since our campaign aims to promote healthcare clinics or professionals to sign up with Uber Health, as well as to promote a healthy lifestyle and health awareness through rides sharing, it is targeting both the healthcare providers and the general public. However, healthcare providers are extremely difficult to reach due to their work and compact schedules.
The first step was to decide on where the offline campaign will take place. We agreed on choosing San Francisco as our campaign location for the following reasons:
The “U” here refers to both “you”, the audience or the user, and Uber, as its first letter and logo. The “Difference” here indicates differences in commute experience, mindset, and lifestyle.
We want to communicate the message “You and Uber Health together can create a better commute experience, a healthier lifestyle, and a better community!”
Pre-excitement: Billboards, bus stations, and social media campaign
The goal here is to generate Uber Health's brand awareness and to build buzz for later activation. We achieve so by putting ads on bus stations, billboards, as well as creating social media activities.
The audience will be encouraged to share and post their personal health-related stories on the main campaign social media platforms. As rewards, they will get a 50% discount code for their next pre-scheduled uber ride, which allows them to experience the convenience of pre-scheduling rides and better understand the value and concept of Uber Health.
Live experience: The Game in the pop-up space
We designed the offline campaign to be an interactive game, in which individuals will be assigned an avatar, and the goal of the game is to help the avatar to get to the destination.
In this game, the participant will experience how Uber Health, as an introduced solution to solve the obstacle settings in the game, can make a difference in the commuting experience. The second floor of the pop-up activation allows people to sign up for Uber Health and exposes them to other Uber products. The follow-up emails guarantee the post engagement and afterward influence of our campaign and keep the audience in touch with Uber Health updates, news, and promo codes.
The pop-up experience takes place in a 2 1/2, 20 x 20 space with two floors. The first floor is dedicated to the interactive game and the second floor to more engagements.
We drew inspiration from the Uber “U” logo and designed the center part pop-up transparent so it looks like a “U” from the top view. While waiting in line, participants can scan QR codes to begin downloading the game app. Participants will be prompted to enter their names and emails to play the game.
Upon entering, participants will be greeted by a campaign coordinator, who will check if participants have correctly downloaded the app and entered their information, and assign them avatars. Then, after a brief introduction, the participants will be allowed to enter the exhibition one at a time, each about 1 min apart to start the game. Once the game starts, the participant will see the assigned avatar appearing on both the phone screen and on the wall.
Drop me a message at siachang.work@gmail.com