Uber wanted to offer to its users a new, fun and unique experience. It was Christmas time, the most celebrated holiday in Europe and a good moment for the brand to make its mark and differentiate from all the other chauffeur apps - right before New Year's Eve when people order many taxis.

Uber also wanted to position itself as an innovative brand, and one that can convey emotion to its customers through the experience they offer.

If there is one thing that unites 18-25 year olds and 15-34 year olds today, it is their desire to live new experiences with brands. The agency therefore came with the idea to create life size toy cars. Uber had an idea of this operation only three months prior to the execution. The six Uber Toys vehicles were purchased from all over France on the second-hand market. Underneath their toy bodywork, designed and built by designer Arno Roth (except for the buggy which was designed by the Troyes-based company Booxt), there are various vehicles such as a Jaguar XJ (Lego car), a Land Rover Defender (farm truck) or an old Saab 900 (playdough car).

The strategy was to propose those cars for free on the Uber app. This operation was promoted through a commercial. The operation was also reported to emphasize the experience and create envy for the (possibly new) customers who missed out on it.

This operation was also a good way to introduce Uber's services to a family clientele: depending on the availability of toy vehicles, the Uber driver would contact the applicant again to specify the number of car seats required.

To also highlight its ethics value and ambitions to include itself in its local markets, Uber partnered for example with Secours Populaire in France by donating €1 for each fare if the code "SECOURSPOP" had been entered the application (at no extra cost to users), allowing children and families in difficulty to receive new toys, books and gifts.

The operation was organized for 3 days in 3 major European capitals where Christmas is always celebrated as a grand holiday with lots of decorations : Paris, Vienna and Zurich. The films were shared in all of Europe in cinemas and on TV and online to the World.

The work was spread out on 3 months starting in October especially because the design of the cars took a while: the cars had to be designed then bought then actually built (the building took 3 weeks). The commercial shoot and release was done prior to the events to promote them.

The purpose of this experiment was to get visibility on social networks with the #UberToys hashtag - which happened on Twitter, Instagram and Snapchat, among others.

The operation was so successful that cars were often not available. According to Uber, nearly 1,500 orders were placed on the first day, and only 44 journeys were able to be executed!

Once the marketing operation was completed, the cars were donated to the "Les apprentis d'Auteuil" charity as an educational object.