Uber Giving Social Campaign

Habitual was commissioned by Uber to conceptualise and produce content for their annual cross-platform #UberGiving campaign. Tasked with a demanding brief and tight timeframe, our team produced a flagship promotional film and supporting campaign videos to raise awareness across Uber’s user base and large social media following. The #UberGiving campaign in partnership with Cancer Research, gave everyday customers the chance to donate items to charity via selected uber partner drivers and volunteers.

 

Our flagship promotional film was created to communicate the purpose of the campaign whilst capturing the essence Uber’s diverse customer base. In the event lead up, we rolled out 15-second cut-downs incrementally across Uber’s Facebook and Instagram. These videos focused on different characters, building anticipation, awareness and excitement around the #UberGiving hashtag. The campaign was a huge success, with over 250,000 views on Facebook and Instagram, 122 cars on the road, 1382 collections and 3455 donation bags.

Approach

Habitual’s production team ensured that all videos were optimised for a variety of social posts, including Facebook Video and Instagram Stories. For our flagship video, we oversaw the entire workflow from concept to final delivery.

 

On the #UberGiving weekend we produced real-time content, following drivers and partner volunteers throughout the day. We used a combination of cars rigged with 4K Go-Pros and camera crews ready to capture the action as it happened.

 

Having an on-site editing team allowed us to release real-time content to further amplify the campaign and raise awareness to customers, driving donations into fifth gear. We are proud to support a campaign that helped raise money to fund life-changing research and help those who are living with cancer.

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