Driven by locals
Montreal Brand Campaign
After two years of regulatory battles, Uber and Montreal reached an agreement that would allow us to operate legally in the municipality. While an estimated 51% of the population knew we were operating under regulation, 77% still said Uber doesn’t respect the law.
In order to create a brand campaign that dispelled damaging misperceptions and improved sentiment among misinformed Montrealers, we needed to highlight the fact that Uber is integrated with the community, not imposing on it. After all, we are made up of drivers and riders who, above all else, are Montrealers. Which means their connection to this community is ours, too.
OOH Billboards
If we were going to make friends in Montreal, we needed to speak their language. So we worked with a French-Canadian copywriter to adapt our concept and copy in a way that would resonate with a very proud and somewhat particular local audience.
Headlines, taglines, and other messaging elements were taken into focus groups for feedback and refinement prior to launch.
Montreal is unique. Like every driver.
Locally approved. Locally driven.
Montrealer by heart. Driver by pleasure.
Locally approved. Locally driven.
From Point A to Point B. Safely.
Locally approved. Locally driven.
Available at any hour, any time.
Locally approved. Locally driven.
Paid Media
Radio Script Back Translation
I’ve always been in love with Montreal—its festivals, its restaurants, its multicultural character. In fact, I fell in love with the people and their joie de vivre. It’s for this reason that I drive with Uber. It allows me to chat with Montrealers like you. To share stories, advice, and secrets about our beautiful city.
I’m Michele. If you need to go somewhere, I’m there.
[Announcer]
Uber | Locally approved. Locally driven.
Visit uber.com/montreal to learn more.