Emotional communications

Uber driver
Uber chopper
Man presenting

In the first six months...


app on the app store


market share increase


We were tasked with moving Uber away from the corporate spotlight and to build an emotional connection with consumers in a market where the local competitor, Careem, was winning over hearts and minds.


We tasked ourselves with getting Uber into every single top tier consumer lifestyle title, blog, website and broadcast platform, as well as key influencers’ social channels. 

So we mapped out an always-on story calendar, created standalone plans around new launches and seasonal hooks, then identified partnerships with influencers, brands and every cool event under the sun to make sure that whatever the occasion, people would #ubereverywhere.


  • Created positive local hooks to detract from any negative global stories
  • We regulated global headlines through insightful thought leadership pieces in tier A regional titles – from an 8-page cover story in Bloomberg to CNN’s Connect the World with Becky Anderson
  • We stole market-share from Uber’s leading competitor