Another cool safety feature that ensures that the privacy of both driver-partners and riders are kept private.
How does a brand like Uber introduce it’s relatively unknown safety innovation and features to the world?
‘Safety Never Stops’ successfully launched Uber’s global campaign communicating it’s relentless commitment to safety. We worked together with 72andSunny, MediaMonks, Pensacola & CANADA, taking cues from airline passenger safety briefings and created the world’s first ‘In-Ride’ safety film. The film made it’s debut during Uber rides and as well as inflight. Airline-like safety cards in the backseat pocket of cars also accompanied passengers during their rides.
The above spot is just one of several multi-feature modular film commercials.
Eurobest 2019 Shortlist Best Film
The multi-regional campaign was a modular, allowing different vignettes to communicate different safety features based on the availability in different markets.
The Real Time ID check feature is a facial recognition ID approval system for drivers which ensures that riders are picked up by the right drivers. Riders can check the selfie taken by the driver to match against their profile picture. An extra layer of security.
The new safety feature puts a time limit on how long drivers can drive. The app notifies drivers to to take a break after 12 hours of driving.
The Speed Alert module is another cool safety feature that allows driver-partners to adjust their settings so they can receive alerts if they hit the speed limit.
The integrated campaign included 1000s of bespoke assets for cinema, television, Facebook, radio, out-of-home, Spotify and social media channels, transcreated in dozens of languages, across the diverse EMEA and APAC regions.
We also completely amplified the In-Ride experience - we couldn’t miss the opportunity to make the video available in the app and where possible, on the back of in-car screens. In-ride safety cards highlighted safety features and procedures.
The film also made it’s airline debut, further tapping into the passenger safety experience.