From now on, and although for a limited time, Brazil will be the only country in the world to be able to rate Uber drivers with six stars. The mobility company has updated its scoring system to support the Rio team in its journey through the World Cup and promote excitement and hope among citizens about the possibility of winning its sixth world title.
Uber has created the functionality exclusively for Brazil, being the only country in a position to achieve a sixth star. It should be remembered that Brazil won the international soccer tournament in 1958, 1962, 1970, 1994 and 2002 and, therefore, is the only one to have done so five times. Germany and Italy follow, with four stars each.
As part of its sponsorship of the Brazilian Football Confederation (CBF), the company has temporarily modified the experience rating system in its application, allowing users to award an additional star to drivers after trips. In addition, it has created a special badge with the text “6-star driver” that will appear on the profiles of drivers who obtain this highest rating.
The initiative has been developed together with the Wieden+Kennedy Sao Paulo agency and will remain active during the months of June and July, taking advantage of social interest in the World Cup. The action strengthens the relationship between Uber and the local culture and community by connecting with the emotion that surrounds the country’s participation in the sports competition.
“Uber 6 stars? Only in Brazil. Yes, we broke the traditional global evaluation scale for a very special reason: our support for Hexa -acronym for hexacampeonato, in Brazilian-“; commented Pedro Thompson, Marketing Director of Uber in Brazil, through LinkedIn. “Now, you can give 6 stars to that pilot who was champion on your trip. A light way to recognize those who have ensured a good experience on a daily basis. Changing the rules of a global experience to connect with local culture requires effort, but the result is well worth it.”.
The action is communicated with a video that alludes to other countries that do not have Brazil’s five titles to their credit. In addition, it has an outdoor advertising campaign with messages that emphasize Brazilian pride compared to the performance of other countries in the World Cup. Former soccer player Ronaldinho will also help publicize the new functionality, within the framework of his role as the image of the “Chega Together” campaign, with which Uber is communicating its support for the national team.
The strategy also includes influencers and content creators.
