Uber has brought back its data visualisation campaign #YearWithUber as a way of personalising a thank you message to its users.
Started last year, the campaign by R\GA Singapore uses Uber user data to create a personalised story about how they travelled in the past year.
Those wanting to make a video must be based in specific markets in Asia Pacific (Australia, New Zealand, Hong Kong, Indonesia, India, Malaysia, Philippines, Singapore, Thailand, Taiwan and Vietnam) and have an Uber account and can create it by logging into the website.
This year the data is used to create a ‘one of a kind’ music video for each user, based off location personalisation, as well as a combination of 5,000 story and song combinations. For each country, different cultural visual cues will be used, such as cricket in India and tuk tuks in Thailand. Kay statistics are presented, such as when you most travelled, how many miles you clocked up and how many cities were visited. Presumptions are made, which dictate the video content, such as pointing out that you rode on a particular milestone, like Chinese New Year.
Eshan Ponnadurai, director of brand and strategy (Asia-Pacific) at Uber, said: “Our goal every year is to surprise and delight Uber users with personalised insights that showcase their relationship with our service,” he said. “We’re thrilled to unveil a campaign that brings together data and moments in a compelling narrative that resonates across cultures.”
The campaign fits with Uber’s new strategy across Asia Pacific to build relevance with consumers lives and show how Uber fits in, above and beyond just taking people from A to B. A new brand platform called Unlocking Cities was first revealed last month and Uber has since been launching elements of the campaign in local markets.
Using data to personalise messaging has become an important creative tool, with Spotify leading the charge with its data-led campaign also getting another showing this year, this time around a #Goals theme.