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How did we make Brasilia have the best conversion rates among all cities in the world?
Find out how Uber was launched in the country's capital.
THE CHALLENGE
In 2014, right after the World Cup, Uber arrived in the capital of Brazil. The hitherto unknown application needed to be known by the public as a practical, cheap and fast transport option. The challenge in this case was getting people to download the app and register their payment information.
THE RESULT
We carried out more than 110 actions for Uber, we carried out more than 22,000 registrations in the app in actions during events.
the beginning of everything
With the arrival of Prohibition, we identified the public whose first need was to seek a cheaper transport option compared to taxis and we saw that this target was present at parties and social events in the federal capital.
Cross-branding and the quest for trust
In addition, Uber asked its new users to do what it was always recommended not to do: get into a stranger's car after an event. So we went after the main producers in the city and closed a partnership, where we provided Uber credits to producers who are great regional influencers and to their customers. , mobile charger, or other freebie to use during your party experience playing a game. Whether to be able to participate in the game or win one of the gifts, he should download the app.
With trained promoters, the application's entry barrier was much lower and people little by little began to trust the company.
Results
We carried out more than 110 actions for Uber, we carried out more than 22,000 registrations in the app in actions during events. During the years of partnership, Brasília became the city in Brazil with the highest number of Signups per capita and the 2nd in the world, second only to New York in one of the actions, the city with the largest Uber fleet on the planet.
