UberGREEN Launch

Opportunity

Personal cars in Romania represent over 80% of passenger traffic and electric vehicles are still less than 1% of the total number of cars in Bucharest – there are still important limitations when it comes to the high costs of these cars as well as the fast charging infrastructure available – as a result, extremely few people have access to such cars. We saw that as an opportunity to launch Uber Green in Romania, a fully electric ridesharing service, first as a pilot that would then be developed in partnership with authorities and carmakers. Sharing the road to a greener future.

Strategy

Make electric mobility a sexy topic and get people very excited about the product.

Make the new service about Uber’s commitment to Romania – launching Green shows we’re here to develop our business and partner with authorities & car makers to reduce congestion and pollution.

Electric vehicles look very much alike their polluting cousins. Looking at the cars, you don’t see much of a difference. But we wanted people to notice the difference and get excited about it. And we created Green Zoe. A green car for a green service. With the magic help of CRESC studio, we covered one of the electric vehicles, a Renault Zoe, in a layer of preserved moss. Green Zoe became the centerpiece of our campaign and a true ambassador of green transportation, alongside Andreea Verde, singer and activist, who we’ve invited to be the first rider and take part in the photo session for future publications.

Campaign goals:

• Generate awareness and usership for Uber Green.
• Demonstrate Uber’s commitment to be a partner to authorities and be part of the solution to curb urban air pollution in cities.
  
  

Results

The purpose of this pilot was to encourage people to use more and more electric transportation in Bucharest and to bring new partners along to grow the service.

After 3 months, +10.000 users have used the electric service, 71.769 km were made by the UberGreen cars and 8.5 tons of carbon dioxide would have reached the atmosphere if the distance had not been traveled with an electric car.      

Moreover, Uber took over the idea of the green car and replicated it in Germany, for the launch of UberGreen in Zurich and Dusseldorf.

• +5.2 mil total reach
• over 26.000 reactions on Social Media
• +10.000 users in 3 months
• 306 articles and stories in print, online, radio and TV