How you speak to your audience – young people — and turn them into customers
When Uber launched its student membership, its agency looked at how other tech brands talk to teens: It saw Gen Z slang and tiktok dances, desperately trying to be “relatable.”
So while other brands tried to speak LIKE students, Uber decided to speak TO students.
That’s why they cast 78-year-old Brian Cox as a college freshman, who’s there just to get his student discount. Because it’s that good.
The results:
• Students became Uber’s FASTEST-GROWING membership segment
• Awareness jumped 7% in US, 15% in Canada
• They exceeded ALL acquisition targets
• Oh, and the ad just won an Emmy
The lesson is brutal but simple: Stop trying to BE your audience. Start RESPECTING them.
A membership so good, everyone wants to be a student
See the add for yourself – Brian Cox Goes to College – Full Length | Uber One
Source: Jason Feifer Linkedin post
