Uber’s first brand campaign in Singapore aims to bring out meaning and emotion from map locations
Uber Singapore has launched its first brand campaign, using stories that aim to uncover the special meanings behind places and locations.
Uber launches first brand campaign in Singapore
The first film in the series aims to evoke the memories of older generations and the potential of the young. The main message of the campaign is explained in its title ‘where is more than just a place’, giving emotion to the Uber ride, rather than just thinking of the function of getting from A to B.
Two stories centre on a well-known place in Singapore ‘Gillman Barracks’, a former important military location that is now a hub for the arts community in Singapore. The film sees real-life Singaporean Albel Singh’s memories of being in the army as he reunites with old comrades and is mixed among a story about a young son being encouraged to fulfil a childhood passion by his mum.
Stacy Sy, marketing manager Uber Singapore, said: “We appreciate that every location on the map has a unique meaning in each rider's life. Wherever they go, there is a reason that prompts them to go there beyond just a physical location. We hope that this film will resonate across Singapore and assure riders that wherever they want to go, Uber will get them there.”.
Gaston Soto, creative director, BBH Singapore, added: “The film gave us room to tell an emotional story and explore the different meanings brought to a place by different people. This is so acutely felt in Singapore, where places are constantly evolving and every street, lane and corner may hold a different memory or signify a new opportunity across generations.”
As well as the YouTube video, the ad will also be on Facebook and in cinemas until the end of November.
