What happens when an ordinary “Ooooo” meets a good deal? For Uber, it becomes “Ooooober”.
Uber has launched a new campaign with Talented and Bang Bang Films to promote its First Ride Free offer for eligible new riders, turning a familiar expression of surprise or delight into a new brand mnemonic.
Built around the human reaction to discovering something unexpectedly good, the campaign features a series of fast-paced films and social-first executions where everyday “Ooooo” moments take an unexpected turn when people spot the offer.
In one film, casual yodelling at a chai tapri takes a new direction after the protagonist discovers the First Ride Free offer. Another sees a woman’s playful “ooo le le le ooo” while petting her cat transform into an equally unexpected “Ooooober”.
The idea remains simple across the executions: different situations, the same reaction — Ooooo...ber.
“Oooooo is the sound of discovery. The sound of delight. The sound of getting a first ride free. And now it is the sound of Uber. Whether you’re yodelling at a chai tapri or petting your cat, every Oooo turns into Uber when you spot the First Ride Free offer,” said Spandan Mahajan and Udit Joshi, Creatives at Talented.
Arjun Kalra, Head of Marketing, Uber India and South Asia, said the First Ride Free offer gives eligible new riders a reason to try Uber across bike, auto and car. The campaign aims to make the offer distinctive through an expression that can work across ride options and value moments.
Director Ryan Mendonca said the 15-second scripts were built around deliberately unusual premises, with the team choosing to anchor the films through sound before developing the visuals.
The campaign has been created by Talented and produced by Bang Bang Films.
