Uber identified growth potential in the Turkish market, but faced challenges establishing brand recognition due to changing regulations.

BPG Group was tasked with ideating the return of the global brand, aiming to reshape public perception and raise greater awareness of Uber's offerings.

The agency developed an impactful marketing campaign, spanning insight mining, creative strategy, conceptualization, directional executions, video production, out-of-home initiatives, and bespoke social content – all shot locally, in Istanbul.

To be able to resonate with the Turkish audience BPG worked with the local VML office, uncovering local insights, notably a fondness for TV shows.

This discovery sparked a creative idea to turn the advert into a mini sitcom that featured a husband and wife who could never agree on anything, except their choice of transport: an Uber ride.

The overall concept that even a couple with differing opinions can come together on their choice of transportation showcased how Uber can bring people closer. This resonated with the audience, driving conversations and social media sharing.

Credits
Agency: BPG Group
Chief Creative Officer: Ramy El Sakka
Creative Directors: Ahmed Alotaibi, Aaron Leung
Senior Turkish Copywriter: Çağatay Dağdelen
Agency Producer: Marianne Sargi
VP Client Services: Ben Schwartz
Account Director: Sarah Rizvi
Senior Account Manager: Beenal Trivedi
Production Company: Public Film
Director: Dual

This article appeared in Campaign Middle East