Okay, first things first, let’s say it right. “OOO” is a popular terminology in corporate worlds and in business, which means “Out of Office.” It’s basically become a status, such as on productivity apps like Slack that team members place whenever the boss has approved their leave, and they can go on vacation, parties, time with the family, or whatnot.
But how is this connected with Uber now? Well, it’s because Uber has launched yet another campaign with a creative agency and a film production studio to promote its First Ride Free offer. It plays on a mnemonic that goes like this… “Ooooober!”
So, it’s basically not OOO, but will remind you of this. It’s a term-play on the expression that everybody gets when they encounter Uber, whether it’s when the ride has arrived, or when they hear of a friend who takes an Uber. So classy, right?
The campaign, oh yes, builds on the natural human reaction also when they hear they are eligible for the First Ride Free offer of Uber, hence the “Oooh!” But take note that not all new riders are eligible for this feature. What’s the First Ride Free offer by Uber?
Well, you can easily guess from the term, yes, you get the first ride for free, but this is a promotional offer or referral reward that gives new users a complimentary or heavily discounted initial trip when signing up for the platform.
“Oooooo is the sound of discovery. The sound of delight. The sound of getting a first ride free. And now it is the sound of Uber. Whether you’re yodeling at a chai tapri or petting your cat, every Oooo turns into Uber when you spot the First Ride Free offer,” stated the creatives behind the campaign, Spandan Mahajan and Udit Joshi.
In one film under or within the campaign, there’s casual yodeling at a tea stall, but takes an unexpected turn when the main character, or the star, spots the offer.
In another, a woman’s playful yodeling is highlighted while petting that pet cat she owns, but also gets an unexpected ending. Watch for you to find out!
“First Ride Free gives eligible new riders a simple reason to experience Uber for the first time, across bike, auto, and car. We wanted to make the offer distinctive and bring it to life in a way that felt unmistakably Uber. ‘Ooooober’ turns the instinctive reaction to a great deal into a memorable expression that can travel across ride options and value moments,” explained Arjun Kalra, the head of marketing, Uber India and South Asia.
For the director, Ryan Mendonca, it’s all about delight, delight, delight, and happiness, creating the ad.
“I was glad that the first draft of the Uber scripts was a smacker. They were custom-written for 15-second spots. Each premise was loonier than the other. My approach was to anchor each shot aurally and then work the visuals around it. We kept things simple and decided not to overdirect the stories. Team Talented and Uber were great partners. They let us bring our own brand of crazy to the party,” Mendonca stated.
Did you like the Uber ad? What are your thoughts? Send your messages of approval or disapproval by commenting on this post, or participating in the conversations. See you around here on RSF! Happy holidays!