UBER: INTERCITY ROUND-TRIP PROMOTION

CONTEXT: Uber intercity travel represents a high-value use case, but users often default to driving for longer-distance trips, creating an opportunity to position Uber as a more convenient alternative.

OBJECTIVE: Increase adoption of Uber for intercity travel and drive repeat usage for longer-distance trips.

APPROACH: Developed an always-on lifecycle campaign promoting 15% off round-trip fares, designed to encourage users to choose Uber for longer journeys. Creative and messaging were refreshed monthly to align with seasonal moments and current events, keeping the campaign relevant and reinforcing different use cases throughout the year. Eg, people travelling to the coast for summer, heading into Melbourne for the F1, etc.

IMPACT: Consistently drives six figures in monthly revenue with strong promotional efficiency (~23x ROI vs benchmark). The campaign now operates as an always-on automation, strongly sustaining demand for Uber Intercity.

INSIGHT: For repeatable, high-value use cases, maintaining relevance is key. Regularly refreshing messaging around seasonal moments helps keep Uber top of mind and drives continued engagement over time.