Cab hailing app, Uber India has taken a step to strengthen its commitment towards the safety of its customers. The world’s largest mobility platform has launched a two-month-long campaign ‘Safety Never Stops’ for the mindfulness of its consumers about its technology-enabled safety features and processes.
The prime idea behind the initiative is a comprehensive awareness strategy to educate the users about the features which will help to make this platform safer to use.
Along with India, the campaign will be released in Bangladesh and Srilanka. In India, it will be launched in five different languages – Hindi, Tamil, Telugu, Kannada, Bangla.
The company along with its creative agency, Ogilvy, has created a short 60-second in-ride video imitating airline safety announcement which demonstrates various safety elements available in the Uber app in India.
The company is planning to release six 14-second video films each highlighting its different safety elements like call anonymisation, background checks of drivers, reminders to ‘Check Your Ride’ before boarding, Share Trip option, 24/7 Safety Helpline and insurance for riders.
During the campaign, Uber will reach out to its customers, both current as well as prospective, through an integrated marketing approach.
By this tweak in its advertising strategy using its 360-degree amplification plan, Uber will touch base its consumers through mediums such as print, radio, digital, social and other channels ensuring better service to them.
This video will act as a friendly reminder to the consumers about the existence of these features driving adoption of them at the same time.
This broadened reach of Uber, to its customers with its compelling safety features, offers them flexibility and security ensuring that they can use it without any doubts because Safety Never Stops.
Source: https://www.livemint.com/industry/advertising/uber-highlights-new-safety-features-in-india-ad-campaign-1569412254287.html
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