Uber Advertising has announced the launch of an in-house Creative Studio aimed at helping premium brands engage with cultural moments and foster deeper connections with consumers. The studio will focus on storytelling and immersive brand experiences across Uber and Uber Eats platforms, targeting audiences that appreciate creativity and connection.
The studio formalizes Uber Advertising's existing capability to deliver bespoke activations for leading brands in beauty, entertainment, beverage, and cosmetics. It aims to create culture-first moments integrated into the Uber experience, both digitally and through on-ground activations.
Kristi Argyilan, Global Head of Uber Advertising, stated: “A world-class consumer experience and strong brand trust are essential to an effective advertising platform. Our platform offers both—enabling us to redefine how brands connect with consumers. With the Creative Studio, we’re elevating what’s possible by developing consumer-first campaigns that deliver on client goals and resonate with Uber’s global audience.”
One example of such activation was a partnership with La Mer during Miami F1, where Uber Premier riders received surprise gifts from La Mer in luxury vehicles. Amanda Jones, Vice President of Marketing for La Mer North America, commented: “La Mer’s collaboration with Uber Advertising showcased the powerful fusion of cultural relevance and innovative brand storytelling.”
Diageo also collaborated with Uber Advertising for a holiday campaign featuring carolers delivered directly to users' doorsteps via Uber Eats. Ramy Hamid, eCommerce Director for Diageo North America said: “Uber Eats continues to be an incredible part of Diageo’s eCommerce growth strategy."
Another notable activation involved Ulta Beauty samples being distributed to concertgoers on Ulta Branded Uber Shuttles. This initiative aimed at connecting with younger audiences by promoting self-expression.
Research from GWI highlights the impact of such activations among "Gen Uber," a demographic more inclined towards real-world experiences over passive consumption. Universal Pictures Brazil is set to be one of the first partners in this new creative venture.
For further details about Gen Uber, refer to "The rise of Gen Uber: the culture-driving consumer shaping the on-demand world."