UberPOOL | Paper Cup Advertising Campaign with Offers and Promo Codes
By now, we’ve all experienced, or at least heard of the many perks of using Uber. As of June 2016, 50 million riders have taken more than 2 billion Uber rides. In September 2015, Uber India launched uberPOOL, a program that allowed riders to share the ride with other riders who are taking the similar route, and split the cost. What debuted in Bangalore; soon made its way to other Indian cities such as Delhi, Hyderabad, Chennai, Kolkata and Mumbai. 25% of the rides in these cities are booked on uberPOOL.
In March 2017, uberPOOL, made its way to tier II city, Pune. Prior to this, Uber had been serving the city of Pune for the past 2.5 years. The main idea behind launching uberPOOL in Pune is to make the city a better place to live in. People going the same way at the same time can share their journey, that to at the tap of a button.
The uberPOOL program apart from reducing congestion, pollution, urban parking problems and transportation costs in cities, also results in riders having to pay less, and drivers spending less idle time between rides. It also gives riders a chance to meet new people on their journey.
How uberPOOL works?
The booking algorithm for uberPOOL is pretty simple.
- Open the Uber app, select uberPOOL, and enter your destination.
- Review the final price you will need to pay.
- Hit the request button, and select the number of seats you need.
- Once you confirm the seats, you get matched with other persons heading in the same direction. A rider can book a maximum of 2 seats per pick up.
- The request goes to cab drivers nearby.
- You will see the estimated time in which the driver will arrive to pick you up.
- If there is a co-passenger travelling with you, his or her name will also be displayed. However, you can’t see where your co-passenger is going.
UberPOOL option is available only between 7AM – 10PM, 7 days a week.
Picture above: UberPOOL coverage area in Pune
Offer and Promo Code Campaign by GingerCup
As Uber launched uberPOOL in Pune in selected locations such as Hinjewadi and Magarpatta, team GingerCup used branded paper cups targeting daily commuters from colleges and corporates.
Each branded paper cup ad offered Rs. 50 off on the first 3 uberPOOL rides. To avail the offer, promo code ‘POOLPUNE50’ has to be used while booking the ride.
GingerCup targeted the high-traffic areas in Pune with paper cup marketing. Magarpatta city and Hinjewadi are satellite townships where corporate offices mostly IT/ITES and top consulting firms are located. These two are the most popular IT parks in Pune.
Using the power of a small creative paper cup ad that bores a powerful advertising message, our campaign will target individuals inside cafeterias, working spaces, IT parks, colleges and universities.
Our main aim is to generate excitement and get the audience to discuss and use uberPOOL feature during their tea breaks and for daily commuting.
Not just daily commuting, uberPOOL is a great way to travel with friends to and fro during IPL matches and music festivals in Pune. The app easily allows riders to book uberPOOL rides to Maharashtra Cricket Association’s International Stadium, Pune.
By advertising on paper cups, we want to revolutionise the way millions of people commute and think about getting around their cities. UberPOOL is definitely an affordable and viable alternative to personal car ownership.