Over the years, Uber has faced a variety of hurdles as it expanded into new markets. Like in many cities, in Chicago there were concerns around safety, impacts on public transit/taxis and increased congestion. In 2018, we worked with Uber to sway support of the Chicago city council to allow more drivers and bolster the company's reputation city-wide.
To protect the brand and better weather crises or proposed legislation that could potentially thwart its progress, we needed to highlight the true story of Uber: the positive economic impact the company has created throughout the city, particularly on the South and West sides – those hardest hit by higher levels of poverty.
Through a targeted, hyperlocal campaign, we shared this compelling story with persuadable Aldermen, aiming to build a more positive association to the brand, ultimately leading to stronger advocacy among City Council members.
For our messaging to sink in, resonate and persuade, we needed to let our driver partners show and tell how Uber has created the opportunity for them to earn a supplemental income in Chicago neighborhoods where economic opportunity does not abound. We captured video footage and static imagery in the neighborhoods the driver partners live in and serve, and featured their stories in their own voices, allowing audiences to connect with this campaign on a personal level. We produced three feature video ads, as well as a suite of static social ads touting the economic impact of Chicago within key Wards. We targeted ads in publications throughout the city that we knew would reach the persuadable audience, as well as key constituents.
We successfully averted the City Council imposing a cap on drivers in Chicago. And in 2019 we won a Telly Award for the campaign in the non-broadcast, public affairs category.