View case study

Uber gives female Saudi drivers a worldwide welcome.

Client: UberCreator: James Bedford

The brief

On June 24th 2018, women in Saudi Arabia were able to drive in their country for the very first time. Uber wanted to give their female drivers the chance to be the first to congratulate them, so they enlisted our help to create a suite of content assets featuring female Uber drivers around the world.

The approach

We worked with Uber to appoint an Executive Director, award winning Filmmaker James Bedford, who set the creative vision across all markets and produced the final assets.

Once the vision was in place, we worked with Uber personnel to appoint creators across 12 cities – Tokyo, Washington DC, Taipei, Melbourne, São Paulo, Mexico City, Johannesburg, Amman, Cairo, Mumbai, Paris and London – who would film women Uber drivers sharing their own welcoming and congratulatory messages.

The entire project took just 5 weeks from first brief through to delivery, providing Uber with a memorable and emotive hero video and 142 cut downs adapted for social media.

The results

18.8m: Total reach, including 2.9m via earned media
VTR +12%: Above target
92%: Positive sentiment
63% ❤️: Emoji analysis on Facebook

“Wow, what a whirlwind project! 130+ colleagues, 12 driver partners in 12 cities, crossing 6 continents (we’re not available in Antarctica – if we were, we would’ve shot there too!) came together over four weeks to share our congratulations and welcome the women of KSA to the driver’s seat! This would not be possible if it weren’t for platforms like Genero and being able to work with amazing directors like James Bedford. Both were true partners from the beginning of this project, going above and beyond while delivering everything on brief, within budget and on time – a true dream for content producers! This is just the beginning of a beautiful relationship!”
Kelly McConville, Head of Social Media & Content Marketing, Uber