{"id":444,"date":"2024-09-06T14:27:31","date_gmt":"2024-09-06T21:27:31","guid":{"rendered":"http:\/\/ispot-local.local\/?p=444"},"modified":"2025-03-31T09:33:08","modified_gmt":"2025-03-31T16:33:08","slug":"creative-outcomes-uber-shows-up-how-on-our-way-by-uber-resonated-with-viewers","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/creative-outcomes-uber-shows-up-how-on-our-way-by-uber-resonated-with-viewers\/","title":{"rendered":"Creative Outcomes | Uber Shows Up: How \u201cOn Our Way\u201d by Uber Resonated with Viewers"},"content":{"rendered":"\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Uber recently launched a new global brand campaign featuring moments of joyful connections\u2014both monumental and ordinary. Introducing the tagline \u201cOn Our Way\u201d, the campaign attempts to link the brand&#8217;s rideshare and delivery apps with a unifying, emotional reason for being\u2014that of simply showing up.<\/p>\n\n\n\n<p>Compelling visual storytelling enhanced with a soundtrack featuring Lou Reed (&#8220;Perfect Day&#8221;) and the Beatles no less (&#8220;I Want to Hold Your Hand&#8221;) allowed the ad and the brand to stand out in a new and highly connective way.<\/p>\n\n\n<p style=\"color: #4ac500; font-size: 24px;\"><strong>Here\u2019s what iSpot\u2019s Creative Assessment platform revealed on actual viewer response to the campaign.<\/strong><\/p>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/21092951\/iSpot-Uber-Creative-Spotlight-Template-v3.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>The Details:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The emotional connections made by the :60 vs :30 \u201cOn Our Way\u201d showed some interesting differences, with the longer form connecting through the Heartfelt Narrative:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>While the :60 saw the Lou Reed &#8220;Perfect Day&#8221; and (for both spots) the Beatles &#8220;I Want to Hold Your Hand&#8221; audio drive the viewer experience at disproportionately high rates compared to other ride service ads (past two years), the message was much more emphatic in the :60 \u201cOn Our Way\u201d.<br \/><br \/><\/li>\n\n\n\n<li>The long-form drove an impressive 55% to positive intent (+13 pts vs norm), while the :30 cut also drove above-norm consideration of 46% (+4 pts).<br \/><br \/><\/li>\n\n\n\n<li>As such, continued airings of the :60 could be warranted for Uber, given both stronger connections and larger potential business outcomes for the brand.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/21093002\/iSpot-Uber-v1-01.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/21093005\/iSpot-Uber-v1-02.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/21093008\/iSpot-Uber-v1-03.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Both ads were strong performers across every performance metric we track and easily outpaced rideshare norms; however, the :60 ranked in the top percentile in delivering something new\/Change, Relevance, and in driving Desire as well as in overall response (Ace Score).<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/21092954\/iSpot-Uber-v1-04.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Branding was strong with 85%+ of all viewers of each creative recalling Uber (unaided) after a single viewing, with sentiment on the ads also largely positive:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>Viewer comments on the :60 &#8220;On Our Way&#8221; reflect the appeal of both the music track(s) and the concept of showing up. Many also felt the creative successfully tied the brand into that messaging &#8211; a key strengthener of the connections made.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"490\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28085749\/iSpot-Uber-v1-05-2-1024x490.png\" alt=\"\" class=\"wp-image-23540\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28085749\/iSpot-Uber-v1-05-2-1024x490.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28085749\/iSpot-Uber-v1-05-2-300x144.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28085749\/iSpot-Uber-v1-05-2-640x306.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28085749\/iSpot-Uber-v1-05-2-768x367.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28085749\/iSpot-Uber-v1-05-2-1536x735.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28085749\/iSpot-Uber-v1-05-2-2048x980.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/21093010\/iSpot-Uber-v1-06.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p><p><\/p><p><\/p><p style=\"color: #4ac500; font-size: 24px;\"><strong>Sample comments on &#8220;On Our Way&#8221; :60<\/strong><\/p>\n\n\n\n<p><strong>\u201cInterestingly enough, this ad caught my attention. I like the message of just showing up. I liked how it showed the emotions of those who got stood up and their frustrations as well as the impact and emotions people showed when they saw their loved ones at their marathons and recitals. I like how they tied it to&nbsp;Uber&nbsp;and people being on their way to deliver.\u201d<\/strong><br \/><em>Female 21-35&nbsp;<\/em><\/p>\n\n\n\n<p><strong>\u201cDefinitely grabs my attention and starting with the bit of the girl bailing on the guy is a great hook, I think. An unfortunate scenario everybody has had but then the ad turned to a happy upbeat string of clips that make&nbsp;Uber&nbsp;seem more appealing.\u201d<\/strong><br \/><em>Male 21-35<\/em><\/p>\n\n\n\n<p><strong>\u201cI related a lot to that ad.&nbsp;Uber&nbsp;Eats has come in for a single person who sometimes gets too busy to leave for dinner or someone who is sometimes sad and needs a sweet treat late at night.\u201d<\/strong><br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p><strong>\u201cHonestly, I like how diverse the video is. I like how it shows different angles of different people too. I like that it shows you different scenarios on what people are going through about having to take a ride somewhere.\u201d<\/strong><br \/><em>Male 21-35&nbsp;<\/em><\/p>\n\n\n\n<p><strong>\u201cI loved this ad. It&#8217;s something that I&#8217;ve taught my children about just showing up, so it&#8217;s a family value. I&#8217;ve taken&nbsp;Ubers and I&#8217;ve been satisfied. I love the music. I love the scenes.\u201d<\/strong><br \/><em>Female 21-35<\/em><\/p>\n\n\n\n<p><strong>\u201cI loved the way the ad went from sad to happy. The way the product was presented was not intrusive, but it was woven into the story. The music choice was excellent! Well done!\u201d<\/strong><br \/><em>Male 50+<\/em><\/p>\n\n\n\n<p><strong>\u201cI love the Beatles song, so you hooked me right there. I also love the versatility of&nbsp;Uber&nbsp;and how much the company has grown.\u201d<\/strong><br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Both spots enjoyed very positive reactions across age\/gender and ethnicity, confirming appropriateness for the brand to employ broad reach if desired, as well as to rotate the shorter form into media plans as a brand reminder to optimize the budget.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/21093000\/iSpot-Uber-v1-07.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/21093014\/iSpot-Uber-v1-08.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The :30 &#8220;On Our Way&#8221; offers the brand the advantage of quicker, higher engagement, suggesting the opportunity to target this spot in media that is potentially skippable with less risk of viewer inattention:<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/21093016\/iSpot-Uber-v1-09.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Our iSpot media measurement reflects a strong favoring of the :60 &#8220;On Our Way&#8221; through 8\/4\/24 in national linear Impressions and Spend:<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"628\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28085825\/iSpot-Uber-v1-10-1-1024x628.png\" alt=\"\" class=\"wp-image-23542\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28085825\/iSpot-Uber-v1-10-1-1024x628.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28085825\/iSpot-Uber-v1-10-1-300x184.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28085825\/iSpot-Uber-v1-10-1-522x320.png 522w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28085825\/iSpot-Uber-v1-10-1-768x471.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28085825\/iSpot-Uber-v1-10-1-1536x942.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28085825\/iSpot-Uber-v1-10-1-2048x1257.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.&nbsp;<\/p>\n\n\n\n<p>Advertisers need to identify the creative that will drive business outcomes and ensure that in-market execution aligns against the highest potential ads.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.ispot.tv\/demo\">Schedule a demo<\/a> to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve\u2014and outperform\u2014campaign objectives.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:12px;\"><i>Creative Agency: In-house<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Uber recently launched a new global brand campaign featuring moments of joyful connections\u2014both monumental and ordinary. Introducing the tagline \u201cOn Our Way\u201d, the campaign attempts to link the brand&#8217;s rideshare and delivery apps with a unifying, emotional reason for being\u2014that of simply showing up. Compelling visual storytelling enhanced with a soundtrack featuring Lou Reed (&#8220;Perfect&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":23094,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[497],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/444"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=444"}],"version-history":[{"count":7,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/444\/revisions"}],"predecessor-version":[{"id":23799,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/444\/revisions\/23799"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/23094"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=444"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=444"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=444"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=444"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}