UBER POOLGFBM GROUP #16

STRANGERS OR FRIENDS

Carrington Alex Dulce Alyxis Katherine

BRIEFBackground

– Uber Pool lets you order a ride anywhere, any time– 30% Discount from Uber X rate– Driver picks up a second person as well, may drop them off first

Objective– Grow Uber Pool rides

• From 0.39% to 2% of daily trips• Over 12 months• NYC Only

TENSION

People who use Uber don’t want to

share their ride

People who want to share their ride don’t

use UberVS

TRUTH

Everyone’s Striving toGet Somewhere

KEY INSIGHTSEconomic

– People will scrimp in some areas to splurge in others

Emotional– Splurging isn’t about the item, it’s about the experience

that splurging improves

Cultural– People come to New York to make it, you need money to

make it.

Human– The unexpected can be frightening, but worth it

STATISTICS

Cultural•1 in 5 young people believe that New York is their ideal city.

Customer•40% of Uber users are 25-34

•88% of people trust online reviews

as much as they trust personal contacts

STRATEGY

Saving money with uberPoollets you take advantage ofunexpected opportunities

SAVINGS OUT OF THE CAR

SAVINGS IN THE CAR

AUDIENCE: URBAN HUSTLER

People on the Subway People using UberX

Existing UsersProspects

&

NEW YORKERS 22-34

FREE TO HUSTLE

- Mullen Lowe , the rise of millennials: a recalibration of success

CREATIVE IDEA

MILLENNIALS ARE ALL ABOUT THE HUSTLE

“Millennials don’t reject capitalism, they embrace ‘conscious capitalism.’ They value experiences over possessions. The next step to this thinking is that

being ‘rich’ doesn’t equate to having lots of money.

Having flexibility and freedom with their time, and the ability to experience, learn and travel, are

more important than a fat paycheck.”

IN THE NEWS:

Jay-Z

THE NEW YORK HUSTLER

Bob Dylan Aziz Ansari

“If you can make it here, you can make it anywhere”

“I hustleto live”

HUSTLE SCALE

“I live tohustle”

“I hustle toexperience”

Primary Target

#HUSTLE

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5 MillionInstagram hashtags

13 MillionTwitter hashtags

WORD OF MOUTH

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58% Share their positive experiences with

a company, and ask others for their opinions.

88% Trust online reviews written by other

consumers as much as they trust their friends’ reviews

COMMUNICATIONS PLAN

PHASE 1

ENERGIZE THE BASE(Existing Customers)

1 2 3PHASE 2

FEED THE BEAST(Prospects)

PHASE 3

GET OUT THE VOTE(Extended Audience)

LOYALTY PROGRAM

PLENTI PARTNERSHIP

PUBLIC TRANSIT ADS

SURVIVAL KITS

#FREETOHUSTLE

SNAPCHAT STORIES

Summer 2017 Launch

EXECUTIONS

FOUR TOUCHPOINTSAdvocacy

– Loyalty Program– Plenti Partnership

Digital Outdoor– Public Transit Maps – Digital Screen ads

Street Team– Subway Survival Kits

Social– #freetohustle– Snapchat Stories

EXISTING CUSTOMER EXECUTIONS

LOYALTY PROGRAM

50%+ of respondents are likely to give a referral if social

recognition or access to an exclusive loyalty

program

SOCIAL HASHTAG

Snapchat Stories– Hustle Feed– Feature user content

Twitter– #FreeToHustle– Links out easily to other

platforms: Vine, Instagram, etc

Instagram– Leverage popular

influencers

PLENTI PARTNERSHIP

Earn points to add to your hustle– Earn UberPOINTS

and use them for shopping at a variety of retailers

– $1000 points = at least $10 in savings

PROSPECT EXECUTIONS

SUBWAY SURVIVAL KITSStreet Team

– Distributed on the Subway

– Includes Uber Pool promotional information

DIGITAL SUBWAY ADS

Millennials are 216% more likely to be influenced by in-store touch screen displays

METRICS

Target:

Existing customers —60% of Uber X users

– 1,303 more rides dailyProspective customers —40% of subway users

– 868 more rides daily

HOW WE REACH OUR BUSINESS

GOALS