The campaign dramatises this famous brand’s latest feature by using behaviours and language that’ve become synonymous with everyone’s Uber experience.

Challenge

Uber had been selling train tickets through its app since 2022 - but hardly anyone had been buying them. Why would they, when Uber was the app they used to book cars - and Trainline had their rail needs covered?

Insight

The idea of using Uber to book trains was just plain odd. But introducing a new, unfamiliar idea is easier when you build on existing, familiar references. And as much as Uber’s ingrained associations were a weakness, its unique language, iconography and behaviours were also a massive strength.

Solution

Trains, now on Uber: a campaign introducing the unfamiliar world of Trains through the familiar world of Uber - to charm you into giving it a try.

Results

• The best testing Uber Mobility films of all time, globally, in quant
• First Time Users +85% in the first week of the campaign 
• London ticket sales (where the campaign was live) +69% vs Manchester (where the campaign was NOT live) +10%
• At a station level, Waterloo tickets are nearly double (+90%) with Kings Cross, Paddington and Victoria all increasing significantly