November, 2023
DIRECTOR: 陳容寬 Chen Jung-KuanStop waving, start tapping uber taxi
不攔⋯就點優步小黃
🚀 30M+ Social Reach
Business Challenge
To successfully launch Uber Taxi's go-to-market pilot in the Greater Taipei region, the primary objective was to break through deeply entrenched street-hailing habits.
With overall e-hail penetration low, the goal was to drive massive initial product awareness by contrasting the effortless experience of Uber Taxi with the laborious street-hailing method.
Strategic Insight & Creative Concept
To dramatize the struggle of street-hailing, we exaggerated the physical effort required to hail a taxi, transforming the simple act of waving into increasingly absurd visual gags around the waving arm.
To amplify this narrative socially, we capitalized on the local affinity for homophonic wordplay. Collaborating with 60+ creators across YouTube and Meta, we hijacked a common everyday conversational phrase (“不然⋯” / “Otherwise...”) and turned it into a viral brand tagline: “不攔⋯就點優步小黃” (“Don't hail... just tap Uber Taxi”). This engineered a highly shareable, culturally relevant internet meme that cemented top-of-mind awareness.
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Lead Agency Campaign Lead
Global-to-Local Brand Strategy: Acted as the primary cultural liaison for Uber Taxi’s 0-to-1 market entry, successfully balancing strict global brand guidelines with highly localized, absurd Taiwanese humor to maximize market resonance.
Mass-Scale Creator Amplification: Directed the end-to-end execution of a 60+ creators across YouTube and Meta. Managed agency negotiations, short-form video production, and overarching budget allocation to engineer viral social talkability.
