Uber: real experiences not traditional advertising have helped brand grow in Asia

Uber logoUber has said that innovative, light-touch marketing has helped the brand grow to prominence in Asia with very little traditional media spend.

The taxi hailing app last week brought back its popular ice cream delivery service to Singapore, but this time delivered the ice cream from the air via drone as well as by road.

Uber has not used any traditional media in any key markets in Asia outside of India, and instead provides “unique experiences”, according Karun Arya, communications lead for the firm.

Ice cream delivered via drone

Ice cream delivered via drone

“Innovation is at the core of everything Uber does. This is true for our marketing strategies as well,” Arya told Mumbrella.

“Singapore is an example of how quickly a brand can become hugely popular, receive an overwhelming response to its service as we have since we launched here over two years ago,” he said.

“Activities like #UberIceCream or the partnership with Xiaomi [new Xiaomi mobile phones will be delivered by Uber drivers] that we announced last week are just a few other ways that we help people connect with their cities in different ways and through unique experiences.”

“Word of mouth, social media, traditional media engagement for campaigns like #UberIceCream are all things our teams work tirelessly on to develop creative strategies and tactics to ensure we are engaging people at a deeper level through real experiences,” he said.

Uber is now available in 58 countries.


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