If you are in Dubai, chances are you have come across some very interesting advertising messages that would only be possible in the dreams of car owners or potential car buyers. Uber and its agency FP7/ are going all out to convince travelers that to commute in the city, hailing an Uber is just like owning a car without the troubles that can sometimes accompany.
The campaign’s key message is ‘All the benefits of a car. None of the usual costs’. Uber has taken to traditional media and radio to essentially shift perceptions about car ownership, and encourage motorists to ditch their car keys and reconsider ride hailing as an alternative means of transport.
Each ad comprises different messages such as ‘Free Servicing & Maintenance For Life’; ‘On Road Price Starting From AED 20’; ‘Trouble Finding A Parking Space?’; ‘Parking Fines? Who Cares If You Don’t Need Parking Spaces?’; ‘Good Luck Finding A Parking Space’.
A Larger Goal
The move is part of Uber’s ongoing commitment to get more people in fewer cars, reducing individual car ownership and complementing the existing public transit infrastructure in Dubai.
“Our vision is to provide a solution for riders to move around their city in a safe, reliable and affordable way. This campaign is a step in that direction. In a city where so many people are time poor, ride hailing can really help to take the stress and hassle out of the daily commute,” said Chris Free, General Manager, Uber UAE.
At present however, unlike several markets that it is present in, Uber is not the most affordable option for riders. The service is looking for a solution to address this by launching UberX.
“The uberX pilot scheme will offer more affordable transport to riders across Dubai over a three-month trial period. This highlights our commitment to increasing access to economic and reliable modes of transport, which will help to tackle traffic congestion and pollution in the city on a long-term basis,” Mr Free stated.
The campaign’s main play is to highlight the many ways in which motorists can save money and frustration by switching to ride hailing. From heavy costs like car maintenance and insurance fees or the hours in traffic jams, queuing for petrol and looking for parking spaces, Uber has looked at various aspects that can make ride hailing look more attractive.