Up to until which point is over-the-board? While Uber has partnered with creative agency, Mother, launch a playful campaign for its Reserve booking feature, there are others who are raising their eyebrows over it. Read on for the scoop.
Playful campaign for the Reserve booking feature
Uber’s Reserve booking feature works like one of the features of foodpanda, the delivery app, wherein you can schedule rides from 30 minutes up to 90 days in advance.
This basically resolves the long wait times that passengers encounter. When rides are pre-booked, guaranteed upfront pricing, increased driver reliability, and extra wait time are ensured.
This stunning feature is ideal for airport trips or planned events, allowing you to book or “reserve” specific car types in advance.
The campaign, revealed!
So, to convey the message that Reserve has for passengers, vibrant-colored and giant beach towels drape over parked cars across three locations in central location, which is a nod to a familiar holiday habit of the British, but along everyday streets.
The idea draws on the early-morning rush to claim a poolside spot, which is reframed as a reminder to sort out airport travel before the trip begins.
Usually, tourists would drape their towels on the spot they want to reserve at the beach.
The campaign’s message works two ways. First, conveying the very message of Reserve as pre-booking your slot. And, in contrast, avoiding this habit that may cost your towels some dirt.
Overall, the Mother campaign positions Uber Reserve as the practical answer, encouraging tourists to book their airport ride in advance.
Maya Gallego Spiers, the head of marketing at Uber, who approved the campaign from Mother, stated the cultural truth behind “sunbed wars,” making this effective to dramatize the benefit of planning and booking ahead.
Thank you, Mother!
The team at Mother, led by Anthony Montague and Oli Rimoldi, commented on the campaign, saying, “Brits love planning ahead – ask any sunbed [in the morning].”
However, not everybody is pleased with the campaign. For instance, Kurt, who works for the government, commented that the campaign is going overboard. While it draws attention, won’t the towels get dirty?
Dancing, Mother is a renowned independent creative advertising agency founded in London in 1996, with offices in New York, Los Angeles, Berlin, and Shanghai. Access more ridesharing news and updates by following Ridesharing Forum today!