Uber HK's campaign empowers HKers to go for a better e-hailing option

Uber Hong Kong has unveiled a new branding campaign intended to foster a new habit when it comes to taxi hailing in Hong Kong, empowering HongKongers to go for an effortless e-hailing option from Uber Taxi. 

Also known as “Rethink Your Ride”, the campaign idea revolves around HongKonger’s reluctance to move away from long-ingrained habits. This habit also applies to some taxi-hailing situations - from long queues on hot days, losing a taxi to someone, and getting soaked to grab a taxi on a rainy day. 

People might unknowingly adapt to “OK啦” (a local Cantonese expression indicating reluctant acceptance)  taxi-hailing experience, without realising that a better "OK喎!" (a local Cantonese phrase meaning "Great!") taxi e-hailing experience is readily accessible to them. 

Done in collaboration with creative agency Havas Hong Kong and media agency Essence Mediacom, the message is amplified through a series of three engaging films featuring local singer and actor Ronald Cheng (pictured). Within the video ad, the audience will be guided through the “OK啦” situations that turn into extraordinary “OK喎” experiences with Uber Taxi.

The use of Cheng’s unique wit and humour aims to create a light-hearted undertone to encourage HongKongers to consider the option of a more convenient and flexible e-hailing experience from Uber Taxi.

The video advertisements will be broadcast through various media channels, including television and a range of social media platforms. Additionally, outdoor advertisements, such as billboards, bus bodies, and tram bodies will be strategically placed throughout Hong Kong to convey Uber Taxi's message.

“By resonating with Hong Kong’s culture, the ‘Rethink Your Ride’ campaign can further enhance our brand awareness by inviting Hongkongers to sample the convenience and flexibility of our e-hailing service,” said Toga Leung, head of marketing at Uber Hong Kong.  

“We are delighted to partner with Uber in creating this meaningful branding campaign. By incorporating local slang and leveraging Ronald Cheng's comedic talent, we were able to vividly portray some habits that Hong Kong people have long experienced, juxtaposing them with the effortless taxi e-hailing experience provided by Uber Taxi," said Ricky Lam, managing director of Havas Hong Kong.

Don't miss: Uber offers riders 'Peace of Mind' with new feature on better travel planning

Back in March, Uber HK introduced a new feature, Uber Travel, to provide riders on the platform ease of mind for their travel planning and a better ride experience to and from the Hong Kong International Airport as part of its latest “Peace of Mind with Reserve” campaign.

Running from 31 March until 31 April, the month-long campaign offered promotion and a complimentary limited-edition travel amenity kit for riders who completed an Uber Reserve ride to/from the Hong Kong International Airport during the period.

Related articles:

Uber HK and Lee Kin Driving School promote road safety for taxi drivers
Uber unveils new feature for HK riders to plan trips in advance
HKRU teams up with Uber Taxi to offer comfortable ride for fans