UBER: The Invisible Women
How do you build brand love where trust is lacking?
Uber have near perfect brand awareness but need to build trust and brand love with certain audiences and communities. As Uber were about to launch their new in-app safety features for women, The Elephant Room were briefed to help Uber better understand the communities they serve and be a positive part of the conversation for International Women’s Day.
Our agency approach is to go out and listen to the community's stories, and to bring together different conversations for a common cause. We collaborated with three inspiring women to take us on a tour of the capital, where they told us more about the stories behind the blue plaques, and highlighted other women who are inspiring change both past and present.
There are many women who have been erased from UK history
Only 14%* of London’s blue plaques celebrate and tell the stories of women who have inspired change. This insight fuelled the whole campaign approach in line with the theme for International Women’s Day #Balanceforbetter
Working with female culture makers, we identified the women they believe deserve more recognition and have influenced their own sense of who they are. Uber riders were also invited to submit their own suggestions for Blue Plaques.
Making the invisible, visible
Central to the campaign experience is an app takeover on International Women’s day that alerts riders on their trip when they pass one of the blue plaques, or any of the key ‘celebratory’ destinations Uber
have manually added into the map. The idea was to highlight where a famous person both in history and the present day has either lived or worked.
Through the campaign, Uber demonstrated their commitment to equality and inclusion, shining a light on the lack of balance. Our collective understanding of all the narratives and nuances of the communities Uber want to serve allowed us to create a powerful campaign, giving voice to a new generation of pioneers.