/ Problem /
Uber is perceived as less safe and less reliable than taxis, especially by those who do not live in big cities or are not tech-savvy. Some of this perception is simply due to a lack of understanding of the product.
/ Solution /
A campus pop-up event at college freshman orientations to promote Uber as a safe and reliable way to get from point A to point B. The event highlights the app's ease of use and specific features such as real-time location tracking, cashless transactions, driver feedback system, as well as offers financial incentives for users to try the service.
The campaign concept is inspired by classic tales of the epic journey home, recognizable across generations by both college students and their parents, illustrated in a simple and playful visual system.