Uber AdvertisingUber’s advertising division has announced the creation of an in-house creative study dedicated to helping brands to connect with consumers through the company’s platforms, Uber and Uber Eats. He will especially focus, according to the company in a statement, in generation DE Storytelling and immersive brand experiences.

With this Uber movement institutionalizes in the offer of Uber Advertising a service that already had a timely offering brand of different categories. The creative study mission will be, as stated, collaborate with brands to create originally and culturally relevant moments that are integrated into the Uber experience, both in the digital environment and in physical activations.
“The creative study is open to select partners that aspire to shape the cultural moment, not only to advertise”, Explains the company.

The company’s movement seeks to capitalize on Valuable database about consumer behavior thanks to their mobility and delivery services. Millions of users worldwide reserve trips through Uber and ask for food at home with Uber Eats, which offers information to the company about where they go, when it moves, what they buy or how often.

It is, in this sense, a Natural Evolution of Uber Advertising, that for years has put the data of its platforms at the service of brands to capture the attention of consumers. Now expands that strategy and enters the ideation and creation of marketing campaigns and actions.

“A first level consumption experience and brand confidence are essential for an effective advertising platform”, Commented Kristi Argyilan, global director of Uber Advertising, in the statement.”Our platform offers both. With Creative Studio we raise what is possible through the development of consumer -oriented campaigns that meet the objectives of the clients and resonate with the Uber global audience”

As the company states, Universal Pictures Brazil It will be one of the first brands to officially collaborate with the creative study of Uber Advertising. However, Uber has taken advantage of communication to highlight some of the work previously done for brands.

One of them is the Christmas in collaboration with Diageo. The “Uber Carolers” option was developed so that users of some cities in the United States could request that a group of carol singers bring the festive spirit to their homes. In addition to songs, a bottle was given some drink of the group, such as Don Julio, Casamigos, Bulleit Bourbon or Ritual Zero Proof without alcohol.

“Uber EATs remains a fundamental part of the diageo electronic commerce growth strategy. We are still in the early stages of the understanding that alcoholic beverages can be requested online”, Said Ramy Hamid, director of Electronic Commerce at Diageo North America, in Uber statement.”Creative initiatives such as “Carolers” break with traditional schemes, promoting both knowledge and conversion of our brands”

For its part, as Uber points out, UATY UULT He has also taken advantage of the possibilities of activations with the platform. In the framework of the Eras Taylor Swift Tour, the Cosmetic brand branded Uber vehicles and offered consumer samples to the artist’s fans on their journeys to the concerts.

The company ensures that these types of activations generate a Connection with the new audiences. According to an Uber study with GWI at the end of last year, the new generation, to which Apoda “Gen Uber” consumes less television, but is more prone to participating in real -life experiences and to use digital services on demand.