Uber Taxi and Louis Koo highlight the ease of using Uber app

Uber Taxi and Hong Kong actor Louis Koo have teamed up to unveil a campaign, highlighting the ease of using the Uber app for daily commutes.  

Also known as “Skip the kung fu!”, the campaign featuring Koo emphasises how Uber Taxi can help Hong Kong residents get around town comfortably and hassle-free. 

This comes as Koo recently stoked concerns when he announced plans to retire from martial arts in a short video posted to his own social media platform. Today, the city breathed a sigh of relief as Koo revealed that the only martial arts he’s leaving behind are those required to be used during the daily commute. 

As the first collaborative campaign between Koo and Uber Taxi, its promotional video and print ads have appeared on various outdoor advertising venues and online channels across Hong Kong starting 28 September.  

The promotional video opens with Hongkongers twisting, bending, turning, and using different sorts of kung fu to try and hail a taxi on the street. In contrast to the chaos, Koo calmly opens his Uber app, orders an Uber Taxi at the easy tap of a button, and “skips” all the struggles of flagging down a taxi. 

Done in collaboration with local creative agencies Special and Omelette, PR agency Golin, Uber worked closely with local partners and Kung Fu specialist director Adam Liu and stunt coordinator Jack Wong, to ensure authentic representation of martial arts in the campaign.

To celebrate the launch of the campaign, Uber is providing a limited edition set of five designs of Uber Taxi x Louis Koo “Goodbye to kung fu” hologram cards, marking a departure from the stress of commuting.  

From 28 September to 2 October, a total of 50,000 hologram cards will be given away at flash mob events at over 40 locations across various districts. Each card includes a HK$20 Uber Taxi promo code, which can be redeemed by both new and existing Uber users. A total of HK$1,000,000 worth of promo codes will be made available to the public.   

Hongkongers can visit the designated locations at specific time to find the Uber Taxi promotional taxi and card vending machines. Each person is eligible for one chance to use the card vending machine to get a hologram card, available while stocks last. To amplify the campaign, TV, online, social and out-of-home advertising are also leveraged.

“Our latest promotional video was inspired by Koo’s latest 'Kung Fu' blockbuster, and we were honoured to have Louis join the project as our protagonist. Uber has been in Hong Kong for over a decade, we understand the various roadblocks Hongkongers encounter when commuting, and the “Kung Fu” that it often requires. We hope this promotional video will resonate with the public and encourage them to use the Uber app and enjoy an effortless, painless, commute with Uber Taxi,” said Estyn Chung, general manager of Uber Hong Kong. 

Toga Leung, head of marketing, Uber Hong Kong, said “At Uber Taxi, we are dedicated to providing an effortless experience for the people of Hong Kong. As a local who grew up captivated by iconic Kung Fu movies, I’m excited to see that passion come to life in this culturally relevant and entertaining campaign. Collaborating with a diverse creative team at Special, alongside our talented local partners, has been instrumental in shaping this campaign. With over a decade of experience in Hong Kong, we understand the unique challenges residents face while travelling— challenges that often require their own form of 'Kung Fu.' “

Special managing director Lauren Portelli said, "Bringing together a hybrid team of our Australian brains trust, with incredible local partners, helped us create an idea that truly felt Hong Kong. Filmed in the heart of Causeway Bay, we were able to capture how easily Uber Taxi lets you bypass the obstacles of street hailing, getting you where you need to go."

Special creative directors, Sarah Parris and Dan O’Connell observed, “Martial arts films are experiencing a bit of a renaissance in Hong Kong cinema at the moment, and we wanted to make something that felt true to the genre. Working with one of the best directors in the region, Liu, and a bona fide legend of the Hong Kong film industry, Koo, was great. They made the project as easy as e-hailing with Uber.”

Last October, Uber Hong Kong 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 revolved 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. 

Explore the latest digital marketing trends to empower your brand for sustainable growth. Join 200+ industry players and marketers at Digital Marketing Asia 2024 Hong Kong on 22-23 October and discover the key to sustainable growth in the new digital era, network with industry leaders and find out more about real-life marketing wins and thought-provoking ideas.

Related articles:

Uber HK looks to ramp up with driver incentives
Uber HK's campaign empowers HKers to go for a better e-hailing option