Thousands of Britons who spend their summers on the Spanish coast every year participate in real battles every morning to reserve sun loungers by the pool or a place by the sea. The behavior, which is already part of Anglo-Saxon vacation culture, is used by Uber UK to promote its vehicle reservation functionality.

The idea materializes in “Sunbed wars”, a campaign designed by the creative agency Mother, and which uses street marketing to launch the brand’s message. Thus, the strategy turns the cars on the mobility platform into sun loungers and uses colorful towels as a symbol of the reservation. On striking colored backgrounds that contrast with the black of the Uber cars, the text reads “Book your Uber to the airport this summer.”

With this, the brand has transformed the streets of London into the scene of its particular “sunbed war” by reinterpreting a custom identifiable by the British public. Thus, it launches an invitation to plan summer vacations and encourages those who are going to travel to book their airport transfer in advance using the “Reserve” function, which allows you to secure routes up to 90 days in advance.

“‘Sunbed wars’ are a cultural behavior that Brits instantly recognise, which made it a great way to showcase the benefits of ‘Reserve’.”commented Maya Gallego Spiers, Marketing Director of Uber United Kingdom, according to Little Black Book. “This campaign demonstrates how planning ahead with Uber can make your trip to the airport easier and smoother.”.

Outdoor activation is expanded with content on social networks. On its profiles, Uber has published a piece that shows an older man in a swimsuit placing one of the campaign towels on one of the company’s cars, in the middle of the street in the British capital.

The campaign has been activated during the Easter holidays, a period in which many travelers begin to plan their next break. “With the arrival of the holidays, we wanted to capture this mentality of anticipation with an action that directly connected with travelers, highlighting how ‘Book’ gives them security in their trip so they can focus on what truly feels like a vacation.”; they have commented, for their part, from the agency.