July saw Uber launch a new initiative in the USA called ‘One More Star’ which turns every Uber ride into a chance to cheer on the victorious US Women’s National Team, expand the team’s fan base and kick-start more women’s sport conversations.
The initiative, developed with creative agency Wieden+Kennedy Amsterdam, set out to rally both the drivers and their passengers to support the side through France 2019.
The campaign kicked off with a ‘pin/badge’ phase that turned any outfit into a soccer jersey.
In major cities across the US – such as LA, New York and Washington DC – Uber drivers distributed 100,000 #OneMoreStar pins to passengers for free.
Supporting the in-person passenger pin phase, the campaign also includes a three series set of 30-second spots on Uber’s digital and social platforms.
These ‘5-Star Uber Skills’ films link 5-Star Uber driver-partners and Scottish-American professional freestyle player/coach Indi Cowie to showcase women’s soccer skills.
Uber #OneMoreStar: Power 5 Star Skill Film from Wieden+Kennedy Amsterdam on Vimeo.
Uber #OneMoreStar: Timing 5 Star Skill Film from Wieden+Kennedy Amsterdam on Vimeo.
Uber #OneMoreStar: Accuracy 5 Star Skill Film from Wieden+Kennedy Amsterdam on Vimeo.
Another campaign strand ensures that each time user in one of the participating cities opens the Uber app during a match, the in-app UberX vehicle icon features the stars and stripes flag, while users also receiving messages in encouragement of the women’s soccer team.
While custom created GIF stickers are also available via GIPHY for those searching #OneMoreStar to further spread and share the campaign.
Uber is also donating $100,000 to the Women’s Sports Foundation.
Founded by tennis icon Billie Jean King in 1974, the Women’s Sports Foundation is dedicated to creating leaders by ensuring all girls access to sports.
The campaign was created for Uber Senior Brand Manager Nicole Cillette, Global Head of Marketing Communications Taj Alavi, ECD Paulie Dery, Creative Directors Meg Gallagher and Senior Producer Gemma Edward Aron.
The Wieden+Kennedy Amsterdam agency team included Executive Creative Directors Eric Quennoy and Mark Bernath, Creative Director Thierry Albert, Art Director Cecilia Pignocchi, Copywriters Andrew Duncan and Ane Santiago, Head of Broadcast Production Joe Togneri, Broadcast Producers Stephanie Whitehead and Javier Perroud, Group Account Director Courtney Trull, Account Director Aimée Betancourt, Account Managers Madison Inman and Thomas Missault, Head of Planning Martin Weigel, Planner Maria Correa, Head of Comms & Digital Strategy Danielle Pak, Comms Planning Director Wes Young, Digital Strategist Kieran Kenlock, Executive Producer Maud Klarenbeek, Head of Design Joe Burrin, Studio Director Lizzie Murray, Motion Designers Søren Danielsen and Marco van der Vlag, Project Manager Katie Finn, Business Affairs Director Michael Graves and Editors Scotti Raz and Arthur Couvat.
The production company was Iconoclast, the Director Albert Albert, the Director of Photography Fabien Faure, the Producer Arnaud Le Mene and the Executive Producer Manon Leurent and Editor Jon Echeveste.
Audio Post was handled by Wave, the Sound Designer/Mixer was Alex Nicholls-Lee, with music by Matthew Wilcock ‘Wow/Uber’ and Zelig Sound, with post by MPC, the
Flame was Ricky Weissman, the Colorist Mattieu Toullet and the Producer Gwenn Hardouin.
Comment:
A smart integrated campaign led by an old school mechanic to create fan support and start one-on-one football conversations, with cool and shareable video, plus a money-where-your-mouth is donation!
Links:
Uber
https://www.instagram.com/uber
https://www.youtube.com/user/UberWorldwide
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