Uber has launched its latest campaign aiming to change the public perception of the ride hailing service in Turkey.
The company had first identified growth potential in the Turkish market, but faced challenges establishing brand recognition due to changing regulations.
BPG Group was tasked with ideating the return of the global brand, aiming to reshape public perception of Uber and raise greater awareness of its offerings.
The agency developed and oversaw the marketing campaign – from insight mining and creative strategy to conceptualisation, directional executions, video production, out-of-home initiatives and social content, all were shot locally, in Istanbul.
To be able to resonate with the Turkish audience, BPG worked with the local VML office to identify local insights. They found that their Turkish audience had notable a fondness for TV shows.
The discovery sparked a creative idea to turn the advert into a mini sitcom that featured a husband and wife who could never agree on anything, except their choice of transport: an Uber ride.
The overall concept aimed to show that even a couple with differing opinions can come together on their choice of transportation, showcasing how Uber can bring people closer.
According to the agency, the spot resonated with the audience, driving conversations and social media sharing.
Credits
Agency: BPG Group
Chief Creative Officer: Ramy El Sakka
Creative Directors: Ahmed Alotaibi, Aaron Leung
Senior Turkish Copywriter: Çağatay Dağdelen
Agency Producer: Marianne Sargi
VP Client Services: Ben Schwartz
Account Director: Sarah Rizvi
Senior Account Manager: Beenal Trivedi
Production Company: Public Film
Director: Dual
