Campaña Uber de Mono Madrid
Uber has launched its new Súbete (Go up) campaign, developed by the creative boutique Mono Madrid in close collaboration with the Uber marketing team and the Uber Global creative team. The new campaign introduces the new brand claim Go up, which seems to signify a step up the ladder of life from the previous strategic positioning: Go anywhere, get anything.The campaign comes after months of work to find a brand positioning based on the improvisation of drivers who take passengers to where the good times roll, and for which Uber spent months working on the launch of Uber Explore in Madrid. With an ironic tone and a very local brand personality and language, Uber managed last year to get its brand preference growing beyond the European average until it became one of the key brands worldwide. Today Uber is the leading transportation service on the Spanish market. Uber has now taken another step toward setting the local standard for making free time a fun time for the Madrid population as an expert on what not to miss around the city, and by inviting users to improvise in their daily lives, whether after a meeting, on a “tranquil” night out or at a dinner for two. The creative and strategic work has been developed in collaboration with Uber’s creative team, which is currently concerned with tourism and local leisure time with the launch of Uber Travel and Uber Explore. From October on, different parts of the campaign will make use of creatives abroad, digital, Spotify, big outdoor presentations in downtown Madrid and digital screens in Callao, WiZink Center, Gran Via, and a presence in entertainment districts. Meanwhile, it has also carried out the closing of certain entertainment sites, while proposing the next ones around the entire city. Ines Rios, marketing manager for Uber in Spain, said that “Uber today offers much more than transport. For almost a year we have become a reference for entertainment and tourism around the world with the launch of Uber Explore and Uber Travel. And with this new repositioning of the brand, we wish to further embrace that change by connecting emotionally with our clients, inviting them to enjoy to the maximum all the experiences that “Life in Madrid” has to offer. Jorge Fesser, director general of Mono Madrid, added that “after the renewal of another year of relations with Uber, we have faced new challenges for the brand. We’ve gone from being a small local business to become one of the most important in Europe – as well as at a global level in terms of business volume, which has required a close collaboration between the Uber creative team and that of Mono.” The Antiestatico production company has handled production, with Imanol Ruiz of Lara as director and Victor Bensusi as photographer. See campaign
