Uber Carshare: The Smart Alternative to Owning Multiple Cars
In a bold move that challenges the traditional Australian dream of multi-car ownership, Uber Carshare has launched a provocative new campaign that invites Australians to rethink their relationship with car ownership. This initiative, crafted by the creative minds at Special, introduces Uber Carshare as ‘Australia’s second car’, a concept that could redefine personal transportation in the country.
Rethinking Car Ownership
The campaign, which kicked off on November 6, 2023, showcases the ease and convenience of accessing a variety of vehicles through Uber Carshare, whether it’s for an hour, a day, or longer. The central message is clear: why own multiple cars when you can share them?
A Cinematic Journey Through Car Sharing
The campaign’s hero assets, including 30- and 15-second films, feature a confident protagonist who takes us on a journey through her life, highlighting the versatility of Uber Carshare. From maneuvering an SUV for moving day to enjoying a coastal ride in a convertible, the narrative weaves through various life scenarios, humorously culminating in the introduction of her “second husband” at her “second wedding,” all facilitated by Uber Carshare.
Industry Leaders Weigh In
David Griffiths, Head of Marketing at Uber ANZ, emphasizes the practicality of the service, “Australia has one of the highest rates of private car ownership globally, with more than half of Australian households owning more than one car. We know that a lot of these second cars are bought for a particular use case and sat idle for the rest of the time, so with this launch we wanted to show how Uber Carshare is the ideal solution for those second car needs. We’re excited to bring this new campaign to a more mainstream audience and showcase car sharing with the Uber convenience Aussies know and love.”
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Adding a personal touch, James Sexon, Uber APAC Creative Director at Special, shares, “Like 92% of Australians, I’m a proud car-owner. But not too proud to acknowledge its shortcomings. So the idea of being able to access thousands of second cars that can do all the things my car can’t, just makes sense.”
A Multi-Platform Creative Endeavor
The campaign’s reach extends across various media platforms, including BVOD, OLV, digital, CRM, OOH, radio, and social channels, ensuring a comprehensive engagement with the audience.
Experience the Campaign
To experience the innovative approach of Uber Carshare, viewers are invited to watch the film here
Uber Carshare’s latest campaign is more than just an advertisement; it’s a call to action for smarter, more sustainable living. As Australians consider the practicalities of their lifestyles, Uber Carshare stands ready as the convenient, cost-effective ‘second car’ solution.
