Year With Uber

When Uber’s superior features become taken for granted, the 'reason to use' Uber also gets commoditized; which in turn reduces brand loyalty and frequency of use. Our objective was simple: Remind people of the role of Uber in their lives and demonstrate how the superior service and value is not a commoditized-utility, but a partnership that helps to improve their day to day lives.

Through a simple story about how they moved through 2016, we wanted to surprise, delight and reconnect with Riders. The most personal way to achieve that was through a lighthearted and fun look at their habits and trips with Uber during 2016.

We visualised 1,020 contextual data points ranging from journey locations, times and lengths of trips, right through to city specific references such as sunrise, sunset and weather conditions. We even overlaid this data with contextual and relevant local cultural nuances for events like Ramadan, Chinese New Year and Formula One Grand Prix.