UBER ONE BLACK FRIDAY

CONTEXT: Uber One members represent a high-value segment, and Black Friday is one of the biggest retail moments of the year. This created a strong opportunity to position Uber Black as the premium, convenient travel option to the mall during a high-demand period.

OBJECTIVE: Drive Uber Black usage during Black Friday by capturing increased shopping demand, encouraging Uber One members to choose a premium ride option, and ultimately increasing broader product revenue (Uber X, Uber Pool, Uber XL, etc.) during a peak trading period.

APPROACH: Executed a targeted campaign offering 30% off Uber Black rides for Uber One members. Anchored messaging around a clear, occasion-based idea—“get to the shops and back in style”—to connect the premium experience with a highly relevant moment. Focused on high-impact placements and timely delivery to align with peak shopping periods and maximise visibility during the event.

IMPACT: The campaign became the second-highest-performing Uber Black campaign of all time, driving 3-figure percentage growth uplift across all key metrics and multiple 6-figure incremental revenue during the Black Friday period while maintaining efficient promotional spend (~2x benchmarking) as well as broader usage uplift across all other Uber products.

INSIGHT: Premium products perform strongly when tied to high-energy, culturally relevant moments. Positioning Uber Black as part of the Black Friday experience helped drive both usage and revenue uplift.