TITLE

N I K K I D AV I S
D I A N A C A L D E RO N
A S H L E Y F O R D - F E RG U S O N

CONTENTS
S I T UAT I O N A N A LY S I S

Company Analysis

3-4

Consumer Analysis

Market Analysis

Product & Brand Analysis

7-8

Competitor Analysis

9-10

Distribution Analysis

11

TA RG E T A U D I E N C E

12
13

O B J E C T I V E S , ST RAT E G I E S & TAC T I C S

14-16

NE E D S STAT E M E N T

EXECUTIVE SUMMARY
Uber represents a shift in todays ride-sharing economy. Its
rapid growth has reached over 300 cities in 60 countries where
consumers are easily able to request, monitor and pay for its service all with the touch of a button. This edgy and innovative company has finally integrated into the Las Vegas market where it has
been met with a backlash of negative publicity. For most people,
uncertainty and fear prevent them from experiencing Uber for the
first time.
From February 2016 to July 2016, the company will target individuals between the ages of 18 and 34 who live in Southern Nevada or are just visiting. Uber wants to encourage this audience to
use its service as their main method of transportation to and from
high-traffic-volume events in the Las Vegas area. With a total operational budget of $929,005, Uber plans to communicate the campaigns message, surprise yourself,
through sales promotions, print advertising, outdoor
advertising and guerilla marketing. These strategies
aim to achieve the campaigns initiative of changing
the target audiences current perception of Uber.

3-11

Objectives Overview

14

Marketing Objectives

15

Communication Objectives

16

Media Objectives

17

M E A S U R E M E N T & E VA L UAT I O N

18
19

APPENDIX

20-26

BUDGET & TIMELINE

Creative Brief

20

Creative Spec

21-24

Primary Research

25

References

26

C O M PA N Y A N A L Y S I S

Ubers service sta rted off as a n idea bou nced between co-fou ndny Cru nch ie Awa rd i n 2014 beca use it h ad truly tr a nsfor med itself from
ers Tr avis Ka l a n ick a nd Ga rret Ca m p. Their idea to get around San
scr a ppy upsta rt to a m assive m ach i ne for movi ng people a rou nd. 30
Francisco on-demand did not settle after discussi ng it wh ile attendi ng
Tod ay, Uber is a well-k nown com p a ny th at oper ates i n over 300 c itLeWeb, a conference for digita l i n novators to view the l atest trends, i n
ies i n 60 cou ntries. Accordi ng to our pri m a ry resea rch, 93 percent of
Decem ber 2008. 11 Ka l a n ick mentioned th at the idea was h il a rious on the
people sa id th at they
THE WORLDS TOP 10 STARTUPS
websites newsroom post Ubers Fou ndi ng. 11 The thoug ht of getti ng a
k now wh at Uber is. TransCompanies valued at $1 billion or more by venture-capital firms (as of August 2015)*
portation is as reliable as
ride with a n a pp seemed th at way beca use it was not yet i n swi ng or it
running water, everywhere,
Uber
$50.0b
could h ave been beca use the idea itse lf was cr azy.
for
everyone
is
the
comXiaomi
$46.0b
In Ma rch 2009, they beg a n creati ng their iPhone a pp prototype th at
p a nys m ission. 13 In August
Airbnb
h ad the ca p acity of providi ng a n effic ient public tr a nsportation with
$25.5b
2015, the com p a ny was
a touch of a button. The com p a ny h ad its first test ru n i n Ja n u a ry 2010
Palantir
$20.0b
n a med the worlds most
i n New York City. On May 31, 2010, they l a u nched UberCa b i n Sa n Fr a nSnapchat
$16.0b
va lu a ble sta rtup com p a ny
cisco.
Flipkart
$15.0b
with a va lue of $50 bilSo how did UberCa b tur n i nto just Uber? The com p a ny dea l t
1
Didi Kuaidi
$15.0b
lion.
The
com
p
a
nys
sucwith their first leg a l problem five months after l a u nch i ng. Both the Sa n
SpaceX
cess is due to their fig ht$12.0b
Fr a ncisco Mu n icip a l Tr a nsportation Agency a nd the Ca lifor n i a Public
i
ng
to
reach
the
ir
m
ission.
Pinterest
$11.0b
Utilities Com m ission sent a cease a nd desist letter to the com p a ny
Ka l a n ick was quoted sayDropbox
stati ng th at it h ad viol ated the l aw by not obta i n i ng the proper per m its
$10.0b
i ng, Were totally legal,
a nd licenses to ru n as a taxi service. The word ca b could not be assolike totally legal, and the
ci ated with the n a me beca use it i m plied the service. The letters asked
government is telling us to
th at they stop a ll services i m medi ate ly. 8 As a way to settle the issue,
shut down. And you can either do what they say or you can fight for
they shortened the n a me to Uber. Th is leg a l m atter concer n i ng its serwhat you believe. 35 The com p a ny writes th at they conti n ued its service
vice was the begi n n i ng of a b attle th at conti n ues tod ay.
not beca use of a m bition, but a desire to solve the problem of effic ient
By ea rly 2015, Ubers Sa n
tr a nsportation a nd a long with th at goa l the com p a ny is in
a position to help tackle some of the biggest challenges
Fr a ncisco reven ue grew $500
facing our cities in the years ahead. 10 These ch a llenges
Y/Y UNIQUE VISITOR GROWTH OF SELECTED FAST RISING MOBILE APPS*
m illion per yea r, beati ng the
i nclude i ncreased tr affic, li m ited sp ace, overcrowdi ng a nd
citys taxi m a rket by th ree ti mes.
pollution.
Lyft
835%
Uber forecasts U.S. sa les to be
Kohls
$2 billion by the end of 2015. 2
793%
Tinder
It is a m a rket th at i nvestors wa nt
737%
to be a p a rt of beca use its growiTriage
516%
i ng trend as a ride h a ili ng serUber
440%
vice. Uber a nd com petitor Lyft
Bing
361%
h ad yea r-over-yea r growth r ates
NBC Sports Live Extras
360%
from 2013 to 2014. 17 Lyft h ad
QR Reader for iPhone
346%
a n i ncrease of 835 percent
Walmart
342%
a nd Uber h ad a n i ncrease of
Nike Training Club
208%
440 percent. Uber received the
*Based on selection of apps with at least 1 million unique visitors and growing 200% year-over-year
Best Over a ll Sta rtup Com p aSource: comScore Mobile Matrix . U.S., Age 18+, Dec 2014/Dec2013
* Includes companies that are privately held, have raised money in the past four years and have at least one venutre-capital firm as an investor

Source: Wall Street Journal/DowJones Venture Source46

17

C O M PA N Y A N A L Y S I S

Uber em br aced the evolution of tech nology a nd uses it to their

adva ntage. Uber conti n ues to grow b ased on the exp a nsion a nd i ncreased p a rtnersh ips th at keep the service i n novative. They p a rtner
with com p a n ies r a ngi ng from Microsoft to Un ited Airli nes to i ntegr ate
their services. They a lso encour age developers to create tech nology
usi ng Ubers service i n new a nd creative ways. Ra lly was recog n ized i n
Ubers Hack athon, a ch a llenge where developers sub m itted their creations usi ng Uber. Ra lly is a p hone a pp th at a llows users to i ntegr ate
their soci a l events with tech nology. It a llows users to view friends locations on the d ay of a n event a nd a llows them to suggest Uber to friends
who h ave yet to m a ke their way to the event or to use Uber themselves.
Uber re lies on i nter action a nd m a kes it a p a rt of their cul ture.
Ubers cul ture revolves a rou nd m a ki ng a glob a l i m p act, creati ng bold
ideas, a nd worki ng with p assion ate people. The Uber tea m actively
blogs a bout events, new p a rtnersh ips, leg a l issues, a nd other Uber-rel ated news. They accept their m ista kes a nd discuss them. 10 They i nteract th roug h soci a l medi a with customers. They a lso like to express their
not-so-serious side. They get i n on the fu n for Aprils Fools Day from
their corpor ate h istory to the i nvention of Sh uberX. 38 These elements
help sh a pe their cul ture a long with their
obvious love for tech nology.
Some a rgue th at CEO, Ka l a n ick, gives
Uber a b ad reputation with h is aggression.
He is k nown to spea k h is m i nd i n i nterviews a nd on h is soci a l medi a accou nts.
His aggression h as a lso been seen i n the
way he ta lks a bout the com petition ne gative ly a nd how Uber h as attacked the
com petition with some advertisements. 33
With its growth, Uber is i n need of suppliers (i.e., p a rtner drivers)
who ca n supply the dem a nd for its service. It ta rgets drivers by offeri ng
flexibility, efficiency a nd control to them. Uber h as received critic ism a bout the ir safety beca use p a rtner drivers a re not Uber
em ployees, but i nstead a re se lf-em ployed contr actors.
There h ave been l awsuits filed n ationwide
ag a i nst Uber due to their safety measures concer n i ng drivers. There are no

security cameras, no special markings

on the cars, and no sense of company or authoritative oversight, sa id a

UBER USAGE OF SOUTHERN NEVADA RESIDENTS

l awyer of a pl a i ntiff fili ng a l awsuit

ag a i nst Uber. 47
In our pri m a ry resea rch
we fou nd th at 51 percent of
33%
have own method
of transportation
people we surveyed h ave
not used Uber a nd out of
those people 50 percent
of the
sa id they were not like ly
HAVE USED UBER
HAVE NOT USED UBER
50%
not likely to
to try Uber. Of the i ndiuse uber
vidu a ls who h ave not used
50%
Uber a nd were not likely to
not likely to
use Uber
try Uber, 33 percent sa id
33%
have concerns
they h ave their own method
about safety
of tr a nsportation, a nd a nother
33 percent sa id it was beca use
Primary research based on survey conducted on
theyre concer ned a bout Ubers * October
17-27, 2015.
safety measures a nd a re afr a id
to use it. People wrote th at they th i n k its sketchy, seems d a ngerous to
get a ride from a str a nger, frig htens them, a nd is just not safe.

50%

TOO MANY HORROR STORIES

51%

It seems d a ngerous to
get a ride from a str a nger

I T SCAR E S M E T H AT T H E Y R E J U ST P EOP L E I N
T H E I R C A RS

I DO NOT TRUST
Frig htens
me

RANDOM PEOPLE.
ITS NOT SAFE.

N O C A M E RA S I N U B E R C A RS .
DOESNT SEEM SAFE.

Who are the drivers?

I think its sketchy
Person a lly I would fee l more
comforta ble i n a ca r with a
driver I k now

* Based on com ments from pri m a ry resea rch survey.

C O N S U M E R A N A LY S I S

D E M O GRA P H I C S O F
U B E R S U . S . U S E RS

AGES

54%

46%
30%

16 TO 24

40%

25 TO 34

20%

35 TO 44

8%

45 TO 54
55 TO 64

2%

$HHI $
BOTTOM
25%

15%

56%
URBAN

MID
50%

TOP
25%

HHI

HHI

34%

36%

39%

SUBURBAN

PREFER NOT
TO SAY

25%

5%

RURAL

As a p hone exclusive a pp, Uber a ppea ls

to a you ng a nd tech savvy a udience. Uber
m a rkets to a va riety of a udiences r a ngi ng
from colle ge students to busi ness people.
Accordi ng to a Glob a l Web Index survey,
th ree percent of adul ts a re Uber users54
percent of them m a le. Ubers m a i n consu mers a re riders between the ages of 16
a nd 34. Urb a n users accou nt for 56 percent,
followed by suburb a n users at 39 percent
a nd rur a l riders at 5 percent. 22 More th a n a
qu a rter of Ubers consu mers r a nge i n the
top qu a rtile of household i ncomes with 26
percent reporti ng h ig h i ncomes a nd 36 percent reporti ng m id-level i ncomes. 23
Ubers consu mers say their top i nterests a re c loth i ng, n ation a l news, fash ion,
i nter n ation a l news a nd m a rketi ng. They
a re a lso fa ns of busi ness celebrities such as
Ma rk Cub a n, Elon Musk, Ma rissa Mayer, Jack
Dorsey a nd Rich a rd Br a nson. Their favorite
br a nds i nclude Forbes, Wa ll Street
Jour n a l, Mash a ble, Airb n b a nd
Twitter. Ubers consu mers
watch enterta i n ment shows
such as Late Nig ht with
Ji m my Fa llon, The Colbert
Report, Late Nig ht with
Con a n OBri a n a nd The
Ellen Degeneres Show.
They a lso report watch i ng
NFL footb a ll on ESPN. 9

As a r ather new com p a ny, Uber attr acted

m a ny new consu mers si nce the ti me of their
l a u nch. Uber set up VIP mem bersh ips i n
certa i n cities for customers who h ave used
Uber 100 ti mes or more. However they h ave
not reported a sig n ifica nt a mou nt of consu mers who a re exclusive to their br a nd or
service. Uber promotes first-ti mers to try
their service by offeri ng i ncentives. Uber
beg a n offeri ng $20-$30 credits to firstti me users th at they could use to p ay for
their first ride. This incentive removes any

barriers that new riders may have and after experiencing Uber they are exceptionally
likely to become a long-term customer. 3

Word-of-mouth is a n effective motivator for

first-ti me Uber customers with 95 percent
of Uber riders reporti ng h avi ng hea rd a bout
the ridesh a re a pp vi a word-of-mouth or
th roug h a friend. Uber is esti m ated to gener ate one new rider for every seven rides
given. 12

CONSUMER SNAPSHOT
Kenny, 30
New York, NY
Occupation: Business Analysis Director
HH Income: $150,000
Favorite Celebrities: Mark Cuban, Elon Musk, Marissa Mayer
Favorite Media: Forbes, Wall Street Journal and Mashable
Favorite Shows: Late Night with Jimmy Fallon, The Colbert
Report and Late Night with Conan OBrian

* Base: US Uber App users ages 16-64

Source: GlobalWebIndex 25 Q2 2015

M A R K E T A N A LY S I S

Uber conducted a n a n a lysis of usage i n m a jor U.S. a reas i ncludi ng

Sa n Fr a nc isco, New York, Seattle, Ch icago, Boston, Wash i ngton
D.C. a nd Los Ange les. They discovered th at New York riders use
Uber services more duri ng weekd ays, whereas Sa n Fr a ncisco riders
use the service more duri ng weekends. Uber concluded th at a reas
such as North Beach, SoHo, First Hill, nea r North Side Ch icago, South
Boston, DuPont Circle a nd Sa nta Mon ica would be idea l p a rty a reas
due to h ig h ridersh ip duri ng the weekends. They a lso grouped a reas
(Fi n a nci a l District, Ga r ment District, Overl a ke, OHa re, East Boston,
Dea nwood a nd Westchester) i n a lets get serious about business
category si nce they attr acted riders predom i n a ntly duri ng the weekd ays. 44
Uber is used a mong riders for soc i a l, enterta i n ment a nd tr a nsportation needs. However, the com p a ny is becom i ng even more
popul a r a mong busi ness tr avelers beca use of easy use a nd chea per
prices. In the th ird qu a rter of 2014, Uber l a u nched a busi ness pl atfor m dedicated to the busi ness tr ave ler. Si nce then, Ubers percentage of busi ness tr a nsportation grew from 8 percent to 31 percent. 37
In a recent survey conducted by Certify, Uber rides i n U.S. metropolita n a reas were up 29 percent i n the first qu a rter of 2015, more
th a n tripli ng its expense n u m bers recorded at the end of 2014. The
29 percent i ncluded l a rge U.S. cities: Los Ange les (49%), Wash i ngton D.C. (49%), Sa n Fr a nc isco (71%) a nd New York City (21%). Taxi,
Ubers biggest com petitor, dropped sig n ifica ntly from 52 percent to
35 percent i n one yea r. Ca r renta ls were a lso down 3 percent i n
the first qu a rter. 7
Uber is cl assified as a Tr a nsportation Networki ng Com p a ny
(TNC). TNCs are companies that connect users and drivers through
smartphones and peer-to peer network. 15 Sever a l TNCs oper ate
i n the Un ited States, a nd Uber is leadi ng i n more th a n 45 cou ntries

a nd over 100 U.S. c ities a lone. 15 However, beca use th is new for m
of ridesh a ri ng is u n regul ated a nd does not fit with i n the sta nd a rds of
tr adition a l taxica b a nd public tr a nsportation, it ca n not be categorized
as such. Despite Ubers r a pid growth i n recent yea rs, the category
i ndex i n wh ich th is br a nd of tr a nsportation fa lls u nder ca n not be deter m i ned beca use it is still rel atively new. In addition to Ubers recent
i ntegr ation i nto the m a rket, the busi ness is a lso privately held m a ki ng
it difficul t for the public to ta p i nto com p a ny d ata perta i n i ng to qu a rterly sa les a nd i nter n a l ridersh ip i nfor m ation.
RIDES IN U.S. METROPOLITAN AREAS IN FIRST QUARTER*
%of Uber Rides 2014

9%

New York City

8%

Miami
Atlanta
San Francisco

49%

44%

0%

56%
49%

80%

51%

77%

29%

41%

59%

42%

58%

92%

73%

23%

8%

91%

77%

51%

75%

20%

Washington, D.C.

% of Taxi Rides 2015

79%

25%
27%

Dallas

% of Uber Rides 2015

21%
23%

Los Angeles
Chicago

% of Taxi Rides 2014

100%
92%

71%

*Based on a survey of 7.5 million online expenses

Source: Certify, 7 an online travel and expense-management company.

P RO D U C T & B RA N D A N A LY S I S

Uber com pletely ch a nges the g a me for the tr a nsportation i ndustry.

Powered by the mobile Inter net, Uber pl a ns to surp ass its com petition
by providi ng fast a nd chea p private tr a nsportation. Before Uber beg a n
to m a ke headway i n m a ny m a jor cities, taxica b services accou nted for
m uch of the i ndustry tr a nsportation expenses. However, taxis do not
a lways provide good rider experiences. Com mon issues i nclude long
wa its a nd diffic ul ty h a ili ng ca bs. Consu mers frequently h assle over
price a nd com pl a i n of b ad customer service. This poor experience and

perceived lack of ability to change anything about it created pent up

frustration and demand from consumers who were eager to find anything
better, upon wh ich Uber saw a n opportu n ity. 3
Uber ta rgets the needs of consu mers by providi ng fast, re li a ble a nd
cost-effective tr a nsportation. By i ntegr ati ng their sm a rtp hone a pp with
Google m a ps, customers see where drivi ng p a rtners a re located as
opposed to wa iti ng u n k nowi ngly for their next ride. Driver r ati ngs a re a lso
ava il a ble to riders who desire a great c ustomer experience. 3 In order
to beat the frustr ation of price fluctu ations, customers a re given a r a nge
of the costs a nd h a ndles tr a nsactions a utom atica lly onsite. The average fa re for a n Uber ride is $31.24, a bout $5 chea per th a n the aver age
taxica b fa re. 7 Th ree-m ile, 10-m i n ute rides va ry u nder $12 i n Europe, the
Un ited Ki ngdom a nd the Un ited States. New York h as the h ig hest leadi ng
fa re at $12.95, due to the
AVERAGE COST OF A THREE-MILE, 10-MINUTE UBER RIDE
overly satur ated taxica b m a rket. 21
Ul ti m ately,
$12.95
Uber a llows the
$11.80
consu mer to
$9.98
$9.04
$7.88
choose the ride
th at best fits
their style a nd
budget.
UK

London

Eurozone

US

New York

* Converted currency from British pounds to US dollars

Source: The Times, Uber 21

P RO D U C T & B RA N D A N A LY S I S

Ubers goa l is to m a ke sure th at a customer ca n catch a ride a nywhere at a ny ti me, even duri ng the busiest d ays of the yea r. However, their dyn a m ic prici ng model, a lso k nown as surge pric i ng,
m ay come i nto pl ay when the n u m ber of drivers on the road ca n not
meet ride requests. Surge prici ng h a ppens when ca r ava il a bility
reduces due to the outn u m beri ng requests for rides. Th is dyn a mic prici ng accou nts for less th a n 10 percent of trips a nd a re most
com mon on weekend pea k ti mes, holid ays, duri ng big events a nd b ad
weather conditions. 45 Ha ili ng a n Uber is still possible duri ng surges,
but the prices will a utom atica lly i ncrease. As the i ndividu a l looks
th roug h the a pp to fi nd the next ava il a ble ca r a surge icon will a ppea r nea r ride options, m a ki ng the consu mer awa re of the i nflux i n
pric i ng. If riders still choose to ride, they ca n consent to a h ig her
fa re by requesti ng a driver. 45
Ubers str ategic foca l poi nt is to spur growth of the com p any i n m a jor cities th at i ndicate a h ig h need for services, wh ich is
deter m i ned by factors CEO Tr avis Ka l a n ick refers to as acce ler a nts. Accordi ng to Ka l a n ick, the acceler a nts th at m a ke drivi ng difficul t i n cities a re holid ays, m a jor events, weather, sports
a nd n ig htlife. For example, in Chicago, a city with great nightlife,

intense weather, and tons of sporting events, Ubers initial viral

growth was double whats typical for them. 24 Dem a nd grew more

duri ng holid ays i n cities th at did not a lready h ave a concentr ated
taxi m a rket, drivi ng non-users to use the service for easy tr ave l.
Ubers m ul tiple levels of service m a ke it easy for them to m a rket to different types of c ustomers. Bl ackCa r is Ubers h ig h-end
service used m a i n ly by executive busi ness consu mers who prefer
h ig her drivi ng sta nd a rds. Si m il a r to UberLUX, UberBLACK customers ca n expect to be ch a uffeured i n pricier veh icles such as a BMW
or a Mercedes. UberSUV, UberTAXI a nd UberSUV fa ll towa rds the opposite side of the Uber service spectru m as their fa res a re lower a nd
m iddle-i ncome soci a l groups a re more likely use their services for getti ng
a rou nd. 5

C O M P E T I T O R A N A LY S I S

Lyft is one of Ubers m a i n com petitors i n the Tr a nsportation Network Com p any (TNC) category. Both com p a n ies offer
ride-sh a re services distributed th roug h a
mobile a pp, but Uber is ava il a ble i n 318 m ajor c ities i n 60 different cou ntries a nd Lyft is on ly
oper ati ng i n 59 m a jor cities i n the U.S. 19 Uber h as 20+
ava il a ble services, whereas Lyft on ly h as th ree. Both com p an ies h ave a product th at seats six or more p assengers at a ti me,
UberXL a nd Lyft Plus, but Lyft ch a rges 40 percent less th a n
Uber for its service. 19
Accordi ng to a study by FutureAdvisor, b ased on a sa m ple
of 3.8 m illion active credit a nd debit ca rd users from 2013-2014,
$26.4 m illion was spent on Uber services a nd on ly $2.2 m illion was spent on Lyft services. 27 Uber provided more th a n
seven ti mes the rides th a n Lyft did, i n a 12-month period, with
1.23 m illion rides com p a red to Lyfts 170,000. 27
Uber Tech nology Inc. r a ised $1.5 billion i n i nvestors, whereas Lyft r a ised $333 m illion a nd accordi ng to Ch ris Nicholson,

investment size is often an indicator

of growth and venture capital funds
chase returns. 27 Uber Tech nology Inc.
is va lued m uch h ig her th a n Lyft Inc.
by venture ca pita l fir ms worldwide.
Uber Tech nology Inc. is va lued at $50
billion, whereas Lyft is va lued at on ly
$2.5 billion as of Septem ber 2015. 46
Di a n a Dell a mere of Lyft Inc. reports
th at Lyft Inc. holds a 7 percent m a rket
sh a re, whereas Uber m a i nta i ns a 50
percent m a rket sh a re. 36
Lyfts cul ture is m uch different

th a n Ubers. Lyft is sa id to be a more eng agi ng a nd fu n

ride com p a red to Uber. 20 Ubers slig htly older a nd m a le
dom i n a nt consu mers tend to be more i nterested i n technology i n com p a rison to Lyft. 9 Uber drivers dress well and

are more likely to open the door for you, while Lyft drivers greet clients as friends with fist bumps. 20 Some Lyft

drivers h ave themed ca rs speci a lly decor ated for their

customers, such as the Cookie Lyft, the Ka r aoke Lyft, the
Trivi a Lyft a nd the Ha rry Potter Lyft.
PROMOTIONAL COMPARISON SO U T H E R N

N E VA D A B AS E D E F FO R T S

Uber uses creative campaigns that involve

public relations and community service to
target their audience. Uber also brought their
well-known campaign, Uber Kittens, to Las
Vegas, where residents had the opportunity to
adopt kittens. They often pair up with large
music festivals and events such as PBR Finals,
SEMA, Route 91, Life is Beautiful, Pride, Red Bull
Air Race and EDC. Uber billboards have been
recently spotted around Las Vegas, including a
billboard advertising Ubers new partnership
with PTs Pub.

Lyft has made a presence in Las Vegas by

teaming up with Life is Beautiful. They had a
booth at the festival that allowed them to interact with potential customers and give out
promotional items. Lyft has been seen advertising around the Las Vegas community. They
have fliers and promotional material around
UNLV, which reaches their key target audience .
Lyft uses sales promotions as their main advertising effort. They offer promotional codes,
coupons, discounts and incentives.

C O M P E T I T O R A N A LY S I S

VEHICLE

2007 year models & newer

- 4-door
- 5 seat belts or more

Limitation of unsafe vehicles

Quarterly inspections

Commerical liability insurance

- $1 million coverage
- $1 million uninsured coverage

Commerical liability insurance

- $1.5 million primary coverage
- $50-100,000 for bodily
injury/death

Evidence of insurance from cab

company

Lyft relies on prime time pricing

affected by its demand
- $2.40 base fare
- $0.30 per minute
- $1.85 per mile

Cannot change rates

- $3.50 initial activation
- $2.88 per mile
- 3% tax of total

$1.55 trust and service fee

$5.00 minimum fare
$5.00 cancellation
Additional airport fees

$32.40 waiting fee per hour

$3.00 credit card fee
$2.00 airport pickup

Nevada business license

Pass driving record check
Driver license
Minimum age: 21
Insurance in name
Own current smartphone

Background check
Fingerprint checks by taxi company
Driver license
Nevada resident for at least 30

RATES

2005 year models & newer

- 4-door non salvage
- Must pass initial inspection

INSURANCE

tisements encour age people to drive for them on

the b asis of the i ncome they ca n m a ke. It cl a i ms
th at drivers ca n m a ke $35 a n hour. Lyft ta kes a
si m il a r a pproach to attr act drivers but they cl a i m
th at drivers ca n m a ke $1,500 a week. Taxis
ta ke a different a pproach a nd tell potenti a l
drivers the benefits they ca n receive such
as p a id vacation a nd hea l th
benefits. Uber a lso h as
i m plemented advertisements i n Las Veg as
ta rgeti ng potenti a l riders to use its service.

SOUTHERN NEVADA BASED SERVICES

Uber relies on surge pricing

affected by its demand
- $2.40 base fare
- $0.30 per minute
- $1.85 per mile

FEES

Theres an all out advertising war between the cab

industry and ride-hailing companies. 4 Ubers adver-

P R O D U C T C O M PA R I S O N

$1.00 safe rides fee

$5.00 minimum fare
$5.00 cancellation
No tips

DRIVER

The taxi service category is Ubers l a rgest com petitor.

Taxis m a ke up 55 percent, the l a rgest seg ment, i n the
taxi a nd li mousi ne services i n the U.S. 42 The report i ncludes
Tr a nsportation Network Com p a n ies i n the i ndustry th at i nclude Uber a nd Lyft a nd suggests th at these com p a n ies will
i ncrease busi ness i n the over a ll category. Taxi reven ue is
esti m ated to m a i nta i n steady with i n the followi ng five yea rs. 34
Taxi services differ from Uber i n the way they oper ate
a nd how they a re regul ated. Taxi drivers a re required to
obta i n med a llions, the license to oper ate, a nd proper certificates. Taxis a re re gul ated by loca l gover n ments a nd,
therefore rules differ from state to state. In Nevad a, the Nevad a Taxica b Authority regul ates the 16 ca b com p a n ies
th at oper ate i n Cl a rk Cou nty. Factors regul ated i nclude the
veh icle, i nsur a nce, r ates, services, requirements, fees a nd
drivers. 26
Uber is critic ized by its com petitors for the l ack of re gul ation i m posed on them. Uber does not oper ate u nder med a llions or certificates. On Septem ber 15, 2015, Uber beg a n its oper ation i n Las Veg as ag a i n. In 2014, it faced leg a l
issues a nd was sh ut down. The decision m ade i n Septem ber
requires Uber a nd si m il a r com p a n ies to obta i n a cou nty
busi ness license to oper ate, but the leg a l fr a mework is yet
to be outli ned. 32 Like taxis, Uber regul ates the veh icle, i nsura nce, r ates, fees, requirements a nd drivers. 40

Background checks
Driver profile
Driver license
Minimum age: 21

18, 25, 26, 28, 29, 40, 41

10

D I S T R I B U T I O N A N A LY S I S

Uber services a re distributed solely th roug h the Uber a pp. The Uber Pa rtner a pp ca n
be i nsta lled on iPhone 4S, 5, 5C, 5S, 6 a nd 6 Plus ru n n i ng iOS 7 or l ater, or devices ru n n i ng
Android 4.0 or l ater. Once i nsta lled, users a re required to register usi ng their i nfor m ation i ncludi ng a credit or debit ca rd to wh ich their fa re will be ch a rged. Duri ng the process of h a ili ng
a n Uber, riders a re given the choice of wh at leve l of service
they prefer whether it be UberBLACK, UberX, UberSUV, etc.
After a level of service is chosen, potenti a l customers ca n
request a fa re quote for their ride from poi nt A to poi nt B.
Once the closest Uber driver is fou nd, notifications will be
sent to the customer i ncludi ng esti m ated wa it ti me a nd
upd ates upon a rriva l. 31
Uber distribution services h as exp a nded sig n ifica ntly as the com p a ny currently p a rtners with
over 20 diverse servic i ng a pps worldwide. Sever a l well-k nown services i nclude
Microsoft, Un ited Airli nes, Tr avelocity,
StubHub a nd Foursqu a re. Each p a rtneri ng a pp i ncludes a n Uber feature th at
com plements their service. Microsoft, for
exa m ple, i ncludes a n Uber add-i n for Outlook where users a re a ble to set-up Uber
rides i n correspondence with upcom i ng
ca lend a r events. 16 Un ited Airli nes is si mil a r to th at of Microsoft as they a lso he lp
the ir tr ave lers book rides duri ng trips. 43

11

NEEDS STATEMENT

NEEDS

EXTERNAL

INTERNAL

STATEMENT

ST R E N G T H S
93 percent of Las Vegas residents are
aware of Uber
Uber is valued at $50 billion
The service is provided in 300 cities in
60 countries
A large selection of products are offered to accommodate consumers
needs

OPPORTUNITIES
Rideshare services are new to
Las Vegas providing opportunity
for growth
The Las Vegas market is surrounded by constant events and
celebrities

WEAKNESSES
CEO, Travis Kalanick, gives Uber a
bad reputation with his aggression
Uber is criticize by its lack of safety
measures
Uber has insufficient advertising
efforts due to a poor media mix

T H R E AT S
Uber has continuous legal issues and
lawsuits concerning safety measure
The competition, Lyft, is in a constant
advertising battle with Uber over events
and sales promotions

Ubers strategic focal point

of the campaign is to spur the
growth of the company in major
cities that indicate a high need
for its service. These cities
are known for their high visitor
volume during holidays, major
events and nightlife. Because
Las Vegas is characterized as
a city that encompasses these
characteristics, it makes an ideal market for Uber integration.
Uber brings an innovative
and edgy feel to the city. However, due to its recent criticism from the media about the
company being unsafe, Ubers
brand perception has suffered.
Consumers are concerned for
their safety and question the
morality of Uber drivers, making
them uncomfortable with the
thought of being chauffeured
by a stranger. Uber needs
to transform the audiences
current perception about the
brand throughout the course of
the campaign by making them
believe that Uber is a safe and
reliable mode of transportation.

The audience has a negative perception of Uber drivers due to media coverage

12

TA RG E T A U D I E N C E

Our ta rget a udience a re 18 to 34 yea r-olds

who h ave not tried Uber due to the fea r of Uber
drivers. These i ndividu a ls a re tech savvy a nd
avid mobile users who attend m usic festiva ls,
clubs a nd outdoor events. The aver age household
i ncome of th is a udience is $35,000. They a re
k nown to lease veh icles, wh ich m a kes them a n
idea l ta rget due to the li m itation of m iles.
They sh a re news th roug h soc i a l medi a a nd
word-of-mouth. Soci a l medi a pl atfor ms th at our
ta rget a udience ca n be reached th roug h
i nclude Sn a pch at, Instagr a m a nd
Facebook. Our a udience is i n the
tr a nsition a l stage of their life where
they a re begi n n i ng to ta ke on bigger
responsibilities as you ng professiona ls, th us sh ifti ng their focus to pri nt
publications.

Both our pri m a ry a nd second a ry a udiences h ave si m il a r i nterests a nd demogr a p h ics. Our pri m a ry a udience a re
Souther n Nevad a loca ls. We wa nt these i ndividu a ls to use
their word-of-mouth a nd soci a l medi a skills to spread the
word a bout Uber i n Las Veg as. Our pri m a ry a udience
read loca l publications i ncludi ng The Su nd ay a nd the
Las Veg as Weekly.
Our second a ry a udience a re tourists who tr avel
to Las Veg as by a irpl a ne, a nd stay at casi nos wh ile
on vacation. We wa nt to encour age th is a udience to
use Uber duri ng their stay i n Las Veg as. Wh ile they
spend their ti me i n casi nos, tourists will be exposed
to loca l m ag azi nes a nd publications a i med towa rds
them. Such publications i nclude the Las Veg as
Mag azi ne a nd Veg as2Go.

13

O B J E C T I V E S OV E RV I E W

MEASURABLE OBJECTIVES

MARKETING
T O I N C R E AS E F I RST - T I M E U B E R U SAGE AM ON G TARGE T M ARK E T
BY 5 0 P E RC E N T BY T H E E N D O F J U LY 2016.

COMMUNICATION
T O E STAB L I S H T HE B E L I E F AM ON G 40 P E RC E N T O F T H E TARGE T
M ARK E T T H AT U B E R I S A SAF E M E T H OD O F T RAN S P OR TAT I ON BY

MEDIA
T O RE AC H 8 0 P E RC E N T O F T H E TARGE T M ARK E T W I T H A
F REQ U E N C Y O F 4 BY J U LY 2016.

14

MARKETING OBJECTIVES

T O I N C R E A S E F I RS T - T I M E U B E R U S A G E A M O N G TA RG E T M A R K E T BY 5 0
P E RC E N T BY T H E E N D O F J U LY
MARKET STRATEGY 1

MARKET STRATEGY 2

PA R T N E R W I T H L A S V E G A S B A S E D E V E N T S A N D I N T E G R A T E O U T OF-HOME ADVERTISING, GUERILLA MARKETING, PRINT AND SOC I A L M E D I A T O G E T H E R T O P RO M O T E U B E R S S E R V I C E .

E N C O U RA G E F I RS T - T I M E A P P R E G I S T RAT I O N U S I N G S A L E
P RO M O T I O N S W I T H O U T - O F - H O M E A D V E R T I S I N G A N D P R I N T
ADVERTISING.

TACTIC 1 Uber will p a rtner with NASCAR driver, Tony Stewa rt, a nd popul a r DJ, Steve Aoki, a nd h ave r a ndom Uber Surprises. Uber will a n nou nce a
speci a l surprise to their followers on soci a l medi a a nd tell them to go to the
desig n ated Uber Stops for a ch a nce to ride with a celebrity. Steve a nd Tony
will r a ndom ly pick up riders, who requested a ride at br a nded Uber Stops
a nd ta ke them to their desti n ation.

TACTIC 1: Uber will offer $20 off a ride for first-ti me users who register on the a pplication. The $20 off sa le promotion will be advertised
at McCa rr a n Inter n ation a l Airport. Uber will advertise the promotion
th roug h a wa ll wr a p located at b agg age cl a i m i n ter m i n a l one nea r the
exits.

TACTIC 2 Uber will feature five Uber Stops as pick-up a nd drop-off poi nts
promoti ng NASCAR a nd EDC weekend. The stops will a llow the a udience to
experience wh at it would be like to ride i n a ca r with popul a r person a lities
rel ated to the event. These stops will be pl aced i n h ig h tr affic a reas a nd be
used like a sh uttle service duri ng the event weekend.

TACTIC 2 The Las Veg as Weekly will feature a bellyb a nd advertisi ng the $20 off sa les promotion. An i nsert with a $20 coupon will be
pl aced i n Veg as2Go i n between Ubers two-p age spread.

TACTIC 3 Publish full-color, two-p age spreads i n the Las Veg as Weekly a nd
Veg as2Go h ig h lig hti ng the big idea.
TACTIC 4 To help promote Ubers tr a nsportation service to a nd from NASCAR a nd EDC, Uber will feature br a nded ca rs. The ca rs will h ave deca ls th at
resem ble the events a nd provide br a nd awa reness.
TACTIC 5 Inter active displ ays will be pl aced i nside of McCa rr a n Inter n ation a l Airport, showi ng the location of a ll Uber Stops of each event on a m a p.
Users will a lso be a ble to register for Uber usi ng the screen.
TACTIC 6 Use Sn a pch at, Instagr a m a nd Facebook to showcase user-gener ated content from consu mers p a rticip ati ng i n the ca m p a ig n to encour age
more eng agement.
15

COMMUNICATION OBJECTIVES

TO ESTABLISH THE BELIEF AMONG 40 PERC E N T O F T H E TA RG E T M A R K E T T H AT U B E R I S

A S A F E M E T H O D O F T RA N S P O R TAT I O N BY J U LY
2016.

C OM M U N I CAT I ON ST RAT EG Y
C A P T U R E T H E E X P E R I E N C E O F S U R P R I S E D R I D E RS A N D S H A R E I T U S I N G
GUERILLA MARKETING AND SOCIAL MEDIA TO SHOW LAS VEGAS RESIDENTS AND TOURISTS THE POSSIBILITIES OF AN UBER RIDE.

TACTIC 1 In prep a r ation of the Uber Surprises, GoPro ca mer as will be i nsta lled i n
the br a nded ca rs to fil m the entire experience. The r aw footage of p a rticip a nts will
be com piled i nto videos a nd featured on digita l screens pl aced at Uber stops.
TACTIC 2 The sa me footage will be published on owned medi a i ncludi ng Ubers
YouTube ch a n nel, Facebook p age a nd Instagr a m.

16

MEDIA OBJECTIVES

T O R E AC H 8 0 P E RC E N T O F T H E TA RG E T
M A R K E T W I T H A F R E Q U E N C Y O F 4 BY
J U LY 2 0 16 .

M E DI A ST RAT EG Y
A D V E R T I S E T H E C A M PA I G N U S I N G O U T - O F - H O M E A D V E R T I S E MENTS, GUERILLA MARKETING, PRINT ADVERTISEMENTS AND
SOCIAL MEDIA.

TACTIC 1 Out-of-home advertisements will be pl aced i n McCa rr a n Inter n ation a l Airport to reach tourists a rrivi ng i n Las Veg as a nd residents
retur n i ng.
TACTIC 2 Guerill a m a rketi ng will be seen i n five locations th roug hout
Las Veg as a long with br a nded ca rs.
TACTIC 3 Two m ag azi nes will be used to promote the
ca m p a ig n. The Las Veg as Weekly is a i med to ta rget
loca ls, wh ile Veg as2Go is used to ta rget tourists.
TACTIC 4 Soci a l medi a pl atfor ms th at will be
used to promote the ca m p a ig n i nclude Ubers
YouTube ch a n nel, Facebook p age a nd Instagr a m.

17

BUDGET & TIMELINE

2016 MEDIA BUDGET AND TIMELINE

JAN

MAR

Las Ve g as Weekly

$6,060

$10,908

$16,968

$33,936

Ve g as2Go

$13,317

$2,895

$1,736

$6,364

$24,312

$19,377

$13,803

$1,736

$23,332

$58,248

PRINT

Pri n t T ota l

OUT-OF-HOME

Uber Stops

$26,941

$5,574

Wa ll Wr a p

$15,536

$16,608

Inter active Displ ay

$36,250

$33,750

Ou t - of - H ome T ota l

$78,727

$55,932

Mag azi ne Be llyb a nd

$6,786

$2,714

Mag azi ne Inserts

$2,579

$1,430

S a l e s Promot i on s T ota l

$9,365

$4,144

APR

$16,072
$16,072

M AY

JUN

JUL

T OTA L

FEB

$14,864

$17,651

$16,608

$16,072

$16,608

$97,504

$20,000

$37,500

$12,500

$140,000

$51,472

$71,223

$29,108

$302,534

$65,030

SALES PROMOTION
$9,500

$19,000

$858

$3,142

$8,009

$858

$12,642

$27,009

PUBLIC RELATIONS

Ce lebrity Surprises

$75,000

$200,000

$275,000

Ca rs w/ Custom Deca ls

$26,000

$26,000

$52,000

$572

$572

$1,144

$5,000

$5,000

$10,000

$106,572

$231,572

$338,144

GoPro Ca mer a
Event Na me Mention
P u b l i c R e l a t i on s T ota l

OTHER

6.3%

ON
OFF

PRINT

21.8%

OUT-OF-HOME
SALES PROMOTION

32.6%

Production Costs

$13,000

Agency Com pensation

$82,000

Ma rketi ng Resea rch

$450

Conti ngency

$107,620

Ou t - of - H ome T ota l

$203,070

PUBLIC RELATIONS
OTHER

36.4%

2.9%

TOTAL COST =
Esti m ated Reven ue =

$929,005
$1,440,000

18

M E AS U R E M E N T & E VA L UAT I ON

Prior to our ca m p a ig n l a u nch, our group pl a ns to execute concept testi ng i n

the for m of question n a ires, m a ll i ntercepts a nd one-on-one i nterviews with i ndividu a ls a mong our ta rget a udience. Not on ly do these test methods prevent potenti a l bi ases, but they will a lso help us test the likea bility of our ca m p a ig ns over a ll
theme a nd str ate gies. Our questions would resul t i n feedb ack a bout our slog a n
a nd the celebrities affilitate with our ca m p a ig n to m a ke sure they a re not perceived neg atively.
In order to tr ack the progress of our ca m p a ig n we will ru n conc urrent tests.
These tests will i nclude consu mer surveys th at will give us the i nsig hts we need i n
order to m axi m ize our ca m p a ig ns effectiveness or deter m i ne if we need to adjust our str ategies. After each tr a nsaction, riders will recieve a survey notification
aski ng if it was their first ti me usi ng Uber, if they fel t safe duri ng their ride, how
they would r ate their experience a nd how likely they a re to refer Uber to a friend.
We will a lso test product usage by tr acki ng the a mou nt of consu mers who downloaded the a pp th roug hout the ca m p a ig n.
We will ru n post-tests to record our over a ll ca m p a ig ns perfor m a nce. The
resul ts from our posttesti ng will help us conclude wh ich aspects of our promotiona l str ategies did well a nd wh ich did not, hence deter m i n i ng wh at methods need to
be repl aced, i m proved or avoided a l together. Due to the n ature of our ca m p a ig n
objectives, we will focus on testi ng consu mers beh avior a l effects th roug h digita l
medi a, soci a l medi a a nd reactions to m a rketi ng efforts. Our sa les perfor m a nce
will be measured by the a mou nt of ti mes our a pp is down loaded, a nd the n u m ber
of tr a nsactions th at were m ade th roug hout the ca m p a ig n. The d ata g athered from
the concurrent tests will help us deter m i ne if we ach ieved our objective to i ncrease first-ti me ridersh ip.

10 11 1 2

19

CREATIVE BRIEF

Create a ca m pa ign that helps generate first-time Uber usage. Th is ca m pa ign will focus
on cha nging the negative perceptions that non-Uber users have a bout Uber drivers a nd
the safety of the bra nd.
1.1 TARGET AUDIENCE
The ta rget a udience a re Las Veg as loca ls a nd tourists
who a re awa re of Uber, but h ave not tried Uber due to
safety concer ns. They a re tech savvy a nd avid mobile
users who a re heavily i nfluenced by soci a l medi a a nd
word-of-mouth. They a re 18 to 34-yea r-olds who en joy
m usic festiva ls, clubs a nd outdoor events.
1.2 MEASUREMENT AND SUCCESS CRITERIA
Uber will measure the success of th is ca m p a ig n by the
a mou nt of a pp down loads i n Souther n Nevad a. They will
a lso h ave surveys after tr a nsactions a re m ade, wh ich focuses on users lik a bility of Uber. Uber will measure the
success of the sa les promotions by tr acki ng the a mou nt
of ti mes the promotion a l code was used.

1.5 TONE
The tone a nd feel for th is ca m p a ig n should be edgy
a nd m a ke the a udience feel adventurous a nd sponta neous. The tone should encour age the a udience to
ta ke ch a nces a nd em br ace the Las Veg as lifestyle.
1.6 DELIVERABLES
Th is ca m p a ig n will i ncorpor ate celebrity endorsements affili ated with EDC a nd NASCAR. Duri ng EDC
a nd NASCAR weekends, we will be setti ng up pickup/drop-off stations a rou nd Las Veg as. They will
be used to promote the event prior to the weekend.
Advertisements will be displ ayed i n popul a r Las Veg as publications, at McCa rr a n Inter n ation a l Airport,
a nd on Ubers soci a l a nd owned medi a outlets.

1.3 THE ONE MESSAGE

Surprise yourself
1.4 AUDIENCE RELEVANCE
Th is is a n i m porta nt message to com m u n icate to the
a udience beca use they a re currently skeptica l of tryi ng
Uber beca use they do not k now the driver. Th is message pl ays on th at fea r a nd tells them th at not k nowi ng
who their driver is could be a positive u nexpected surprise.

20

CREATIVE SPEC

AIRPORT WALL WRAP

S U R P R I S E YO U RS E L F
W I T H $ 20 O F F YO U R F I RST R I D E

U S E P RO M O C O D E

U B E RS U R P R I S E S

SALES
PROMOTIONS

S U R P R I S E YO U RS E L F
W I T H $ 20 O F F YO U R F I RST R I D E

U S E P RO M O C O D E

U B E RS U R P R I S E S

B E L LY B A N D

MAGAZINE INSERT

Th is sa les promotion will give

the ta rget a udience a ch a nce to
get $20 off of their first Uber
ride. These ca n be fou nd i n easily
notica ble pl aces such as the a irport, m ag azi ne i nserts a nd m ag azi ne bellyb a nds. The promotion a l
code, Uber Surprises, is used
to help tr ack sa les a nd measure
effectiveness of th is advertisi ng
method. The promo code a lso
corresponds to the over a ll ca mp a ig n a nd the goa l to obta i n firstti me riders i n Souther n Nevad a.

21

CREATIVE SPEC

N
A
R

D
E
D

C
E
D

S
L
A

NASCAR WEEKEND
Wh at would h a ppen if your Uber driver was a profession a l NASCAR driver?
Wh at would th at ride look a nd feel like?
The NASCAR themed Uber Stops puts
riders i n th at scenerio. Wh ile they wa it for
their ride, they ca n experience bei ng i n a
r aceca r with speci a l r aci ng seats. As they
look to their rig ht, they notice th at they
just crossed the fi n ish li ne with com petitors seconds away. And to their left is their
trusted Uber driver, who h a ppens to be a
fa mous r ace ca r driver. Surprised?

NASCAR UBER STOP

FULL-SPREAD PRINT
22

CREATIVE SPEC

EDC

UBE

R ST
OP

SOCIAL MEDIA POST

BRANDED CAR WRAP

EDC WEEKEND
As EDC weekend a pproaches we wa nt to surprise riders with
their favorite celebrity DJ who just
so h a ppens to be their Uber driver
for the d ay. Al thoug h not everyone
will be a ble to get a n #UberSurprise, they ca n experience wh at it
would be like if a fa mous DJ was
their Uber driver to EDC. The EDC
themed Uber Stops gives riders
the feeli ng of bei ng i n a DJ booth
duri ng one of the hottest electric
m usic festiva ls i n the n ation. From
front to b ack, the rider is surrou nded by colorful EDC goers who a re
i n a nticip ation as they wa it for their
favorite DJ to drop the sickest beat.

23

CREATIVE SPEC

INTERACTIVE
DISPLAYS

BACK TO MAP

Request a ride to an Uber Stop for

a c h a n c e t o g e t a # U B E RS U R P R I S E

R E G I ST E R

SIGN IN

click map to see activities

a t c u r r e n t U B E R S T O PS

NASCAR WEEK
# U B E RS U R P R I S E S

UBER STOP#3
Tropica n a Ave + Las Ve g as Blvd

NASCAR WEEK

NASCAR WEEK

# U B E RS U R P R I S E S

# U B E RS U R P R I S E S

The i nter active digita l displ ays will

be pl aced i n the a irport to help i ncom i ng
tourists a nd loca ls get i n on the fu n with
our ca m p a ig n activities. The screen h as
sever a l fu nctions. The m a i n fu nction is to
expl a i n the ca m p a ig n a nd how the Uber
Stops a nd #UberSurprises work.
The displ ays will feature a n i nter active
m a p pi n poi nti ng the exact locations of the
Uber Stops prior to, duri ng a nd after NASCAR Week a nd EDC weekend. Viewers
ca n click on locations to watch a nd follow
activities at specific Uber Stops. There
will a lso be live videos of the celebrities
givi ng Uber users rides. The footage will
cover riders reactions a nd the celebrities i nter acti ng with them duri ng the entire
ride. There will be live upd ates from the
celebrities a n nou nci ng their wherea bouts,
so the a udience ca n get a ch a nce to ride
with them. Other footage will be of peoples reactions to the Uber Stops a nd the
activities they do there.
The l ast screen will encour age people
to register a n accou nt with Uber. Once
registered, users a re a ble to request a
ride to a n Uber Stop of their choice. They
ca n a lso use the promotion a l code, featured on advertisments with i n the a irport,
if they a re first-ti me riders.

24

P R I M A R Y R E S E A RC H

S A M P L E P R I M A R Y R E S E A RC H S U R V E Y
1. What gender are you?

conducted on li ne survey on

Male
Female

OCTOBER 17-27,2015

46

12 %

tota l p a rticip a nts

43

11

people sa id they h ave

hea rd of Uber before

sa id Uber is not
a safe method of
tr a nsportation

24

people h ave not

used Uber before

Likeli hood of tryi ng/usi ng

Uber if not used before

2. Do you know what Uber is?

m a le

8 8%
fem a le
22

people used
Uber before

People reported using

Uber anywhere from
one time to 20+ times.

62%LIKELY

sa id they a re
to use it ag a i n

32%

NOT SURE

50%

N O T L I K E LY

35%

SAID THEY HAD

AN EXCELLENT
EXPERIENCE

Yes
No

3. Do you think Uber is a safe method of transportation?

Yes
No
Why?

4. Have you used Uber?

Yes
No
Where?

5. If not, how likely are you to try Uber?

Not Likely
Not Sure

Likely

Why or why not?

6. How many times have you used Uber?

7. How likely are you to use Uber again?

Not Likely
Not Sure

Likely

Why or why not?

8. What was your experience like?

Bad

Good

Excellent

Explain

23%
L I K E LY

75%

use Uber for

events/festiva ls

9. Why did you use Uber?

Daily Activities (i.e. shopping, school, work, errands, etc.)
Event (i.e. festival, party, night out, drinking)
Other transportation method failed
Other (please specify)

25

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18

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TITLE

AS H L E Y FO R D - F E RG U SO N
D I A N A C A L D E RO N
N I K K I D AV I S
F A L L 2015

27