1. TEAM 1 | THE BLACK SHEEPLE
ARIELLE | DYLAN | ISABELLA | JULIA | LAUREN | RENZO

3. What People Are Saying

4. Brand Truth
Uber is positioning UberPOOL as a commuter
carpool service for working professionals

5. Brand Problem
The average commuter has schedules and time constraints
They want rigidity and structure in their
daily routines and commutes

6. Brand Opportunity
Uber can highlight an additional product
benefit to encourage people to use UberPOOL

7. The Insight
UberPool not only drives you to your destination, but creates
unexpected experiences both during and after your ride

9. So Who Is UberPOOL
Really For?
People that have the time
People who are flexible
People who are understanding

10. Diving Deeper
AGE |
INCOME |
EDUCATION |
22-34
$40,000-60,000
College, Graduate,
Young Professionals

11. Urban Adventurer
Price-conscious
purchasing
behavior
Social
personalities
Experienced
in their careers
Seasoned
New Yorkers
Savvy
Comfortable
with themselves
Roughly 35% of all individuals living in the New York
area are Urban Adventurers ages 21-34
Nielsen
Primary

12. New New Yorker
Optimistic about
their future
Open-minded
with their
experiences
Risk-taking
mindset
Social
personalities
New purchasing
habits
Performance-
driven career
path
Over the last 5 years New York City has had a a total of
375,300 new residents, of that 90,072 are aged 22-34
U.S. Census Bureau
Secondary

13. Increase UberPool daily rides from .39% to 2% of overall NYC daily rides
The Ask
Currently | 33,557.1678
Want it to be | 172,088.04
Urban Adventurer | 2,800,000
New New Yorkers | 90, 072
Our Target
Total | 2,890,072
Uber Rides

14. We’re All In For The Ride

15. Creative Execution Snapchat Story

16. Creative Execution Digital Publications

17. Creative Execution Carpool Karaoke
Popular Segment on James Gordon
Miley Cyrus
Ashton Kutcher

18. Creative Execution UberPOOL Roulette
Trapeze SchoolHeavy Metal Yoga No Pants
Subway Ride
Pun Competition Morbid Museum Summer on
the Hudson

19. BARRIER
COMM TASK
TACTICS
Comms Plan
JAN, FEB, MARCH MAY, JUNE JULY, AUGUST
People aren’t familiar
with UberPOOL
They are hesitant
to share a ride with a
stranger
Are experiences
possible in an
UberPOOL?
Introduce Engage Entertain
Native Ads:
Time Out
Print Ad
Carpool Karaoke
Snapchat &
Uber Roulette

20. Thank You