R/GA Singapore creates ‘digital experience’ from customer data in campaign for Uber

R/GA Singapore has developed a campaign for Uber that enables customers  to view details of the trips they have taken during the year and share them on Facebook.


Users can access the information through a new microsite,, which forms part of its Year with Uber campaign.

The site, which contains line drawings of landscapes and cityscapes, hosts a series of “city stories” created from Uber rider data in Singapore, Manila, Bangkok, Kuala Lumpur and Jakarta. The stories feature animated snapshots of activity across each city.

The “personalized experience” includes data such as total rides taken, distance travelled, most frequent time of travel and trips during key “city moments” such as public holidays. Each experience concludes with a summary that can be shared on Facebook.

The design and build of Year With Uber also involved collaboration with R/GA offices in Buenos Aires, Bucharest and New York.

R/GA Singapore’s executive creative director, Mark Tipper, said: “Uber uses digital to bring you a physical experience, so we wanted to bring your physical experience back to a digital one.

“As humans, we have a fascination with turning statistics into something tangible, so bringing thousands of data points to life was a great way to encapsulate the feeling of an Uber ride into a fun, intriguing online experience.”

Uber APAC director of brand and strategy Eshan Ponnadurai said: “With this campaign, we wanted to thank all our riders for a great year and show how we’ve journeyed together with them throughout their lives in 2016.”


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