Project Name
Uber Taxi Hong Kong Grand Launch
ABOUT THIS PROJECT
Uber Taxi Hong Kong Grand Launch
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OVERVIEW
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After several years of market penetration in Hong Kong with their original ride-sharing business, Uber has decided to focus more on expanding its services from private vehicles to licensed taxi services. A mass awareness campaign is essential to announce and celebrate the grand launch in Hong Kong.
Project Details
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OVERVIEW
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After several years of market penetration in Hong Kong with their original ride-sharing business, Uber has decided to focus more on expanding its services from private vehicles to licensed taxi services. A mass awareness campaign is essential to announce and celebrate the grand launch in Hong Kong.
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Challenge & Opportunity
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The reputation of traditional taxi services in Hong Kong has been a significant pain point, contributing to consumers' preference for Uber. Integrating a taxi service into Uber's product portfolio may raise concerns about the company's service standards. However, this presents an opportunity to differentiate Uber's offering and showcase how it elevates the traditional taxi experience.
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Solution
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The core message to be communicated is: "With Uber, everything (taxi services) can be better." A comprehensive mass awareness campaign will utilize various out-of-home (OOH) advertising throughout the city, as well as digital channels like Facebook, YouTube, and Instagram. Additionally, a set of key visuals (KV) and videos will be developed for various touchpoints to introduce the “enhanced” taxi service powered by Uber's innovative technology.