Uber promotes fast pick-up times in ‘See you soon’ brand campaign

Uber has launched a new brand campaign ‘See you Soon’, which aims to promote the ride-sharing business’ fast pick-up times and strengthen its competitive edge against newcomers in the market.

Created by Special Group, the one-minute television campaign shows various Australians coining the phrase “See you soon” to friends and family whether they are running late, coming to comfort a friend, on their way home or meeting their friends out.

The campaign promotes the way Uber allows Australians to get a ride in just a few minutes.

Tom Martin, executive creative director at Special Group, said the tagline “See you soon” is a beautiful reflection of everyday life.

“Most of us don’t even realise how often we say it, particularly when getting a ride with Uber.”

Julian Schreiber, Special Group ECD, agreed, saying ‘See you soon’ are three words used by almost everyone irrespective of their age, gender or life situation.

“We knew this was a powerful sentiment that perfectly expressed how people feel about the reliability of the Uber app.”

The campaign is going to run across TV, cinema, digital, social, out of home and online radio.

An out-of-home execution

Steve Brennen, Uber’s marketing director for Australia and New Zealand, said in a statement: “We believe that good things can happen when people move – opportunities appear, open up, and become reality.

“There are times when you need to get from A to B quickly and we are committed to helping Australians access the fastest pickup times possible. Given the high number of driver-partners who provide reliable trips every day, when Aussies are ordering a ride with Uber and saying ‘see you soon’ to their mates or loved ones, they really mean it.”


  • Client: Uber
    Director of Marketing – Steve Brennen
    Head of Strategy & Planning – Andy Morley
    Head of Brand & Campaigns – Jenna Collard
    Rides Brand & Campaign Lead – Franziska Pranke
    Acquisition Marketing Manager – Jie Gao
    Growth Marketing Manager – Antoine Boutineau
    Rides Social & Content Coordinator – Vivienne Tan
    Consumer Communications Lead – Megan Smith
  • Agency: Special Group
  • Executive Creative Directors – Tom Martin & Julian Schreiber
    Creative Directors – Nils Eberhardt & Jack Nunn
    Planning Partner – Dave Hartmann
    CEO – Lindsey Evans
    Managing Partner – Cade Heyde
    Business Lead – Pip Shepherd
    Account Director – Caity Cowper
    Head of Production – Nick Lilley
    Executive On-Screen Producer – Paul Johnston
    Digital Producer – Sharon Gray
    Senior Digital Creative – Jesse McLallen
    Digital Designer – Nguyen Tran
    Social Strategist – Lauren Houghton
  • Production – Film
    Production Company – Exit Films
    Directors – Novemba
    Prod Company Producer – Fiona Pakes
    Post Production – The Butchery and Refinery
    Editors – Rohan Zerna and Tim Chivers
    Post Design – Drew Downes
    Post Producer – Amelia Bromley
    Sound and mixing – Sonar
    Music Licensing – Level 2
    Casting – Citizen Jane
  • Production – Stills:
    Production Company – Flint
    Photographer – Andreas Smetana
    Executive Producer – Tim Berriman
    Producer – Rachel Rider
    Retouching – Cream Electric Art
  • PR agency – Sling & Stone
    Head of Consumer & International – Kasi Reynolds
    Account Director – Hannah Jackson
  • Media agency – MediaCom
    Client Partner – Michael Waymouth
    Client Leadership Director – Lynsey Mogridge
    Strategy & Planning Director – Tim Hull
    Marketplace Manager – Marie Fox

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