Working jointly with Uber we created the Ubecker pack.

An idea that sprung from the product itself, expanding to the phone: A pack that contained beers and, also, codes to obtain free trips.

To communicate the proposal, we used a traditional icon of local culture: The Chilean ‘huaso’, a sort of cowboy that, empowered with technology, hit Becker's social channels to say to our consumer friends: "Hey! Huaso If you drink, grab an Uber. " (A play on words in Spanish)

We developed a specific pack.

For Becker's Facebook and Instagram channels we developed a tutorial piece that presented the idea and explained the operational mechanics.

We also produced short-duration content to distribute on Facebook, Instagram and YouTube pre-rolls.

We also have radio, POP and OOH materials.

The Ubecker campaign was implemented throughout the month of September 2017.

- In terms of communication.

Campaign ad recall 14% > 10% Facebook Benchmark.

Positive sentiment 75% > 65% Benchmark.

You tube Brand lift > people who saw You Tube bumper ads remembered the brand 149% more than those who did not see it. We were part of the 25% of success cases.

- Ubecker Use and impact.

During the month of the campaign, Uber registered 20k downloads in 1 month (vs its own 8k monthly Benchmark), with an 80% conversion between download and first trip (vs Benchmark 60%).

- Brand Health.

During the month of September Becker grew + 10 points in consideration.

- A contribution to change.

Fortunately, Ubecker was an active participant in a very positive cultural impact: Deaths from traffic accidents during the independence day holidays in 2017 decreased by 43% versus the previous year.

Sources: Kantar. Uber. Internal insights. Carabineros de Chile traffic data.