UberESCAPE

Background

Founded in 1965, Transavia was a low-cost airline operated by the Air France- KLM Group with a mission to stand for accessibility and affordability.

Idea

In 2017 Transavia teamed up with Uber to create UberEscape to turn an ordinary taxi ride into an unforgettable journey abroad.

Wake up, go home, wake up, go home. That was the daily grind. But what if getting away was as easy as summoning an Uber?

That's how it worked. When commuters opened up the Uber app, they could select UberPool, UberX and now UberEscape, which gave details of last-minute flights from the nearest airport. For one week only, for the price of an Uber trip, the flight to Lisbon, Porto, London or wherever was included. Getting away had never been so easy.

Results

All plane tickets were sold out in few hours every morning from March 13th to March 17th.

Our Thoughts

The science of advertising today is about delivering the right message to the right person at the right time. Science can buy you relevance but you need creativity as well to get interest and memorability.

What delights us about this idea at Directory, where we are sad stick-in-the-muds, is how incredibly envious all those who saw the app would have been of those who actually took advantage of it.

Useful, usable and delightful – it's a treble whammy.