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2018 FINALIST TRANSPORT & LOGISTICS RUSSIA
Smart technologies increase offline media efficiency
RAN IN: Russia
Audience: Young and progress-minded people 18 to 40 years old who use taxi services.
Objectives: UBER's main business goal in Russia was market share expansion and more UBER service users through aggressive advertising communication with the TA - active taxi users - while a broad communication with no targeting aimed at all taxi users couldn't provide the necessary conversion rate. Media-objective: find new opportunities to increase offline-media Affinity (where it is possible) for taxi-services users increase offline-media Affinity by at least 30%.
Language: English, Russian