Uber leveraged the influence of social media bloggers and local media sites to play a prank as part of its campaign 'Unlocking Cities' to highlight Singapore's parking problems.
As part of the prank, Uber along with BBH Singapore dispensed the news via bloggers and media sites that a giant tissue packet named 'Chope King' was being used for choping. ‘Chope’ is a local colloquialism that describes the act of securing a space in any public domain, before someone else gets to it.
Uber singled out limited parking space as one of the biggest problems that drivers in Singapore face, with the average person spending 288 hours a year in traffic and searching for parking.
Rebecca Levy, account director, BBH Singapore said: “There’s nothing like entrusting the help of a local phenomenon - like the humble tissue packet – to make a point. We hope this ‘little’ prank with a ‘big’ message generates both conversations and gives rise to solutions around a real problem with parking in Singapore."
Stacy Sy, marketing manager, Uber Singapore, added: "Uber is committed to creating better cities through fewer and fuller cars, especially in a small city like Singapore. Chope-King was our way of providing food for thought in a humorous but locally relatable manner, engaging Singapore residents to start conversations around whether car ownership is still a necessity."