Uber Taxi Case Study

Core Objective

Mobility service provider, Uber, wanted to drive awareness and consideration of their Uber Taxi services as part of their “Go your Way, Live your Way” marketing campaign - that empowers targeted audiences to be in-control of the way they travel around the city of Hong Kong. They wanted to leverage advanced triggers and targeting capabilities offered by the Hivestack Demand Side Platform (DSP) to connect with their target audiences on the move. 

Solutions

The campaign was activated at Hong Kong’s prime locations including busy bus shelters and large format digital billboards from July until September. Using the Hivestack DSP and its custom event triggers feature for weather and moment targeting, Uber was able to geofence key points of interest (POI) and modify the campaign creatives and delivery in accordance with the weather and time of the day. 

• In order to identify Uber Taxi's exclusive target audience, Hivestack partnered with Vpon, our trusted data partner in Hong Kong to refine target audience segments, including taxi drivers and daily commuters around petrol stations, public utilities, CBD and shopping stores. 

• Leveraging the unique and highly customizable targeting capabilities offered by the Hivestack DSP, Uber Taxi was able to optimize their campaign in-flight by activating contextual creative based on weather conditions, peak hours, etc. For example, during a rainy day, the local weather data integrated within the Hivestack DSP leveraged moment targeting to automatically switch the messaging and creative to be contextually relevant.

Results 

The Hivestack DSP’s in-flight optimization capabilities offered real time campaign results and flexibility to alter the strategy throughout the duration of the campaign. At the end of the campaign, Uber Taxi was able to: 

• Generate over 3 million impressions 

• 59% audience concentration rate through programmatic DOOH

Testimonial: 

“We were excited to partner with Hivestack to deliver our omnichannel marketing campaign via programmatic DOOH for the first time. As the pioneer of programmatic DOOH, we trusted Hivestack to raise our brand positioning in the market and drive consideration for Uber Taxi. We were delighted with the ease of trading DOOH in this way, in comparison with traditional planning and Hivestack were able to provide the full scope of services for campaign setup, optimization strategy, weather / moment targeting and post-campaign reporting just like what we are seeing possible on other programmatic media channels. Through programmatic DOOH, we were able to deliver more scale and precision than ever before in this channel.” - Kenny Ip, Head of Investment, GoupM