August, 2024
DIRECTOR: 鄭乃方 Frank Cheng
TALENT: 動力火車 Power StationHail nine times along Zhongxiao East Road
忠孝東路攔九遍
🚀 1.5x Product Awareness
🚀 2x Product Consideration
🏆 2025 YouTube Works Grand Prix
🏆 2025 GCR Grand Effie
🚀 86M+ Ad View
Business Challenge
Despite Taiwan's exceptionally high taxi demand, deeply ingrained street-hailing habits remain a major barrier to digital adoption. Even when faced with long waits or the uncertainty of getting a ride, consumers tend to rationalize the inconvenience of street-hailing. To break through this growth barrier, Uber reintroduced the Uber Taxi service, aiming to shift users from street-hailing to e-hailing. However, despite Uber having high overall brand awareness, Uber Taxi’s specific product awareness remained critically low. The core challenge was to showcase how Uber Taxi is more effortless than street-hailing, breaking this long-standing inertia.
Strategic Insight & Creative Concept
To overcome this ingrained consumer inertia as a foreign brand, we tapped into cultural resonance by reimagining a classic song deeply embedded in Taiwanese everyday life with viral meme potential: Walk Nine Times Along Zhongxiao East Road.
We playfully adapted the lyrics into Hail Nine Times Along Zhongxiao East Road, using vivid, relatable lyrics to portray the most frustrating street-hailing pain points to juxtapose Uber Taxi’s effortlessness.
-
Lead Agency Campaign Lead
Omnichannel GTM Leadership: Spearheaded the 360-degree rollout of Uber Taxi’s first nationwide campaign, directing the production and deployment of an extensive media mix spanning high-impact OOH, paid social, digital, TV, and print assets.
Cross-Agency & IP Governance: Managed the strategic alignment of a multi-agency matrix (creative, media, PR) while overseeing the adaptation of beloved musical IP.
Project & Resource Ownership: Owned the overarching budget allocation, media planning timelines, and heavy production logistics to maximize the scale and efficiency of the campaign launch.
