UBER: ‘CAN’T DO THAT IF YOU'RE DRIVING’ CAMPAIGN - COMMUTE

CONTEXT: Uber’s “Can’t Do That If You’re Driving” platform was activated across both occasion-centred opportunities as well as multiple everyday moments, including commuting, where there is consistent, high-frequency demand and a clear opportunity to reinforce Uber as an alternative to driving.

OBJECTIVE: Increase Uber usage for commuting while maintaining strong control over promotional spend.

APPROACH: Introduced a click-to-apply 30% off promotion targeted at active riders, allowing users to opt in before redeeming—prioritising high-intent users while maintaining control over spend. Communications were deployed around 7am to align with peak decision-making moments for commuting, ensuring Uber was top of mind when users were planning their journey.

IMPACT: Delivered strong promotional spend efficiency while driving an uplift in commute-related trips and aligning with the broader ‘Can’t do that if you’re driving’ campaign.

INSIGHT: In high-frequency use cases like commuting, intent already exists, so the role of marketing is less about creating demand and more about capturing it efficiently. Mechanisms like click-to-apply can help qualify intent, reduce wastage, and improve overall promo performance.