1. 2015
Tammy Jimenez, Tifphanie Stafford, Jennifer
Callaghan, Priyank Patel
Nuts & Bolts, Inc.
10/11/2015
UBER RE-LAUNCH
2. UBER RE-LAUNCH 2015
Nuts & Bolts, Inc. Page 2
Table of Contents
Sections: Page Number(s): Member(s)
Introduction J.C.
Press Release J.C.
Fact Sheet of Product Launch J.C.
Controlled Media Plan for launch T.S.
Advertising Copy for Print, TV, Online T.S.
Billboards T.S.
Brief for industry/trade journal T.S.
Press Conference/News Conference P.P.
Fact Sheet with handout P.P.
Controlled media plan in response to the crisis T.J.
Advertising Copy for Print, TV, Online T.J.
Billboards T.J.
Public Service Announcement T.J.
Social Media for Product Launch / Content Calendar T.S.
Social Media for Product Crisis / Content Calendar T.J.
6. UBER RE-LAUNCH 2015
Nuts & Bolts, Inc. Page 6
Controlled Media plan for re-launch:
Advertising copy for print:
Advertising copy for TV:
Advertising copy for online:
Billboards:
Brief:
9. UBER RE-LAUNCH 2015
Nuts & Bolts, Inc. Page 9
Controlled Media Plan in response to the crisis:
The focus of our controlled media plan will be in response to the boycotting crisis for increased
wages from Uber drivers. Uber drivers feel that with increasing costs for insurance coverage
and fuel costs, they are not receiving enough compensation for their fares. As part of our crisis
plan we will include traditional and online media to respond to the crisis. Each choice of
platform will be utilized to receive a continual response from our drivers and clients to assist in
the crisis and getting our drivers back on the road. Below is a listing of media types and the
verbiage that will be included in each media piece. In addition, we have decided that a public
service announcement on radio will better reach our targeted audience, and the affected
coverage areas.
10. UBER RE-LAUNCH 2015
Nuts & Bolts, Inc. Page 10
Advertising copy for print:
The driver tips process is one of the ways that we will provide incentive to our drivers. The
additional compensation to the drivers will be received from the clients that they transport and
be based off the survey of satisfaction. UBER is allowing the increase in fare for tip to the driver
to be added and then compensated in the driver’s wages.
TIP YOUR UBER DRIVER TODAY
Another way to thank your driver
For more information go to our website:
www.uber/drivertips.com
11. UBER RE-LAUNCH 2015
Nuts & Bolts, Inc. Page 11
Advertising copy for TV:
Client: UBER
Product: UBER driver services
Title: UBER Drivers / Everyone Drives with Uber
Length: 37 seconds
Writer: Tammy Jimenez
VIDEO AUDIO
WS – SILOUETTED BIG
CITY BACKGROUND,
CLEARER CITY
BACKGROUND WITH THE
SUN COMING UP. WORDS
OVER BACKGROUND:
WHO DRIVES WITH UBER?
(WORDS STREAM
OUTWARDS OFF PAGE).
WCU – FEMALE IN THE
PARK WITH SON IN ARMS,
THEN FEMALE GETTING IN
HER CAR, SHOW CELL
PHONE INDICATING: YOU
ARE OFF LINE & WITH
PUSH OF GREEN BUTTON
YOU ARE ONLINE,THEN
BACK IN THE PARK WITH
SON PLAYING
WCU – MALE IN ROOM
WITH DRUM SET BEHIND
HIM, THEN CLOSE UP OF
SETTING DRUM, THEN
BEATING ON DRUM, THEN
MALE GETTING IN HIS
CAR, THEN HOLDING
DRUM STICKS AT THE
DRUM AGAIN.
Music:
Better than ever Intro Version By: House of sounds
(Pound 5.com – Light, upbeat music, establish,
than under) 37 seconds
W/F: (VO) My name is Kristina and I drive with
UBER (break) because it gives me the time to
spend with my son.
W/M: (VO) My name is Paul Reebok and music’s a
big part of my life (break) and Uber allows me to
keep it that way.
12. UBER RE-LAUNCH 2015
Nuts & Bolts, Inc. Page 12
WCU – FEMALE IN THE
PARK WITH HISTORICAL
BUILDINGS IN THE
BACKGROUND, THEN IN
HER CAR WITH
PASSANGER IN BACK
SEAT, THEN REFLECTION
IN REARVIEW MIRROR,
THEN FEMALE SHAKING
HANDS WITH CLIENT.
WCU – PICTURES OF
DRAFT BICYCLE DESIGNS
ON PAPER POSTED ON
WALLS, MALE IS BYCYCLE
DESIGN SHOP SMILING &
WINK, SHOW PARTS OF
BIKE, SPINNING TIRE,
THEN GETTING IN HIS
CAR, THEN PUSH OF
GREEN BUTTON ON
CELLULAR DEVICE THAT
HE IS ONLINE.
WS - THEN WIDE PIC OF
CITY AT NIGHT AND CITY
LIGHTS.
WCU - WORDS APPEAR
ON SCREEN:
WCU- DRIVE WITH UBER,
(ABOVE THE DRIVE WITH
UBER, A SCROLLING LIST
OF DRIVERS
APPEAR):MOMS, DADS,
TEACHERS, STUDENTS,
PART-TIMERS, FULL-
TIMERS,
ENTREPRENAURS,
MUSICIANS,VETERANS,
BARBERS,
PHOTOGRAPHERS,
W/F FOREIGN ACCENT: (VO) My name is Lizzy
Anne (break) I drive with Uber, it really helps me
with my English.
B/M: (VO) My name is Mark Foster (break), Uber
gives me the space to pursue my dreams
13. UBER RE-LAUNCH 2015
Nuts & Bolts, Inc. Page 13
ANALYSTS,RETIREES
THEN THE FINAL STOP OF
THE SCROLLING NAMES
WILL SAY: EVERYONE
DRIVES WITH UBER
WCU - UBER LOGO
APPREARS ON SCREEN
WITH EARN GREAT
MONEY DRIVING YOUR
OWN CAR BELOW THE
LOGO.
LEARN MORE
ILLUMINATED IN BLUE AS
A CLICK ON BUTTON AND
WEBSITE SHOWN
WWW.UBER.COM
YOUTUBE VIDEO: WHO
DRIVES WITH UBER
https://www.youtube.com/watch?v=qUSMGCkd2DE
14. UBER RE-LAUNCH 2015
Nuts & Bolts, Inc. Page 14
Advertising copy for online:
This is a banner ad that will display on Uber’s webpage and You-Tube, this ad will also be
displayed throughout newsfeeds on Facebook and Instagram. The banner will be in Spanish and
English.
UBER
uber.com/usa
It is time that your trips around town, they are the (scrolling) coolest
Uber gives you $ 20 for your first trip.
Enter the code COOLHUNTERUSA
and begin to travel as you deserve .
15. UBER RE-LAUNCH 2015
Nuts & Bolts, Inc. Page 15
Social Media for Product Crisis:
Social Media for Product Crisis copy for online will utilize the company’s web page and social
media platforms of Facebook and Twitter to help create several platforms for Uber Drivers to
network and express concerns and suggestions with the company so they may be easily
rectified without the halt of business practices that could potentially drive this type of industry
to an end.
16. UBER RE-LAUNCH 2015
Nuts & Bolts, Inc. Page 16
Billboards:
The billboard advertisement will be a simple message in response to the crisis. Basically the
billboard is letting prospective and current drivers know that they can make good money
driving their own vehicle with UBER. As a billboard advertisement we will utilize the following
message:
17. UBER RE-LAUNCH 2015
Nuts & Bolts, Inc. Page 17
Public Service Announcement Beginning of Boycott:
Radio PSA – Live Scripts
(UBER Drivers Boycott)
Use: Immediate: TFN (Til further notice)
Time: 30 seconds
Agency: Nuts & Bolts, Inc.
Title: UBER Drivers USA, DRIVERS SPOKE, WE LISTENED
Main Point:
Our drivers have expressed concerns with their wages for transportation fairs. Here at UBER we
are listening and responding to readily provide incentive programs to compensate our
dedicated drivers so they may reach a higher potential in their career. Visit our website at
www.uber.com to see the new compensation programs and apply today.
###
Public Service Announcement Ending of Boycott:
Radio PSA – Live Scripts
(UBER Drivers Boycott)
Use: Immediate: TFN (Til further notice)
Time: 30 seconds
Agency: Nuts & Bolts, Inc.
Title: UBER Drivers USA, On the Road Again
Main Point:
Our drivers expressed concerns with their wages for transportation fairs. Here at UBER we
listened and responded. UBER readily provided incentive programs to compensate their
dedicated drivers. Our drivers are pleased with the changes and are out there to be your
personal driver. For more information, visit our website at www.uber.com to see the new
compensation programs and apply today.
18. UBER RE-LAUNCH 2015
Nuts & Bolts, Inc. Page 18
###
On the Road Again – Willie Nelson
https://www.youtube.com/watch?v=1TD_pSeNelU
