June, 2025
DIRECTOR: 殷振豪 Yin Chen-Hao
TALENT: 曾莞婷 Vicky, 苗可麗 Miao, 陳冠霖 NormanSkip THE DRAMA, TAXI IS ON UBER
跳過攔車鬧劇！uber 也有小黃
Business Challenge
Building on the significant product awareness uplift generated by the 2024 nationwide campaign, the core objective shifted to driving mid-funnel conversion.
With overall ride hailing category penetration still hindered by consumers' deeply ingrained resistance to behavioral change, the strategic goal was to leverage Uber Taxi as the primary acquisition driver to accelerate product consideration and first ride trials.
Strategic Insight & Creative Concept
Building on our proven formula of marrying celebrity talent with hyper-localized cultural insights, we tapped into the nationally recognized tropes of iconic Taiwanese 8 PM soap operas. Infamous for their absurd and never-ending plot twists (e.g., dramatic coffee splashes, sudden DNA tests, flying umbrellas, and fake babies), these prime-time dramas served as the perfect metaphor for the unpredictability of street hailing.
Collaborating with iconic faces from Taiwanese television, we dramatized how the frustration of street-hailing can turn a routine commute into an absurd soap opera, highlighting the calm yet reliable service that Uber Taxi provides.
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Lead Agency Campaign Lead
Celebrity Talent Coordination: Led end-to-end negotiations, contracting, and partnership management for celebrity talent, collaborating directly with a Golden Horse Award-nominated director to ensure the creative execution aligned with Uber’s brand identity.
Cross-Functional Governance: Directed end-to-end execution across internal teams and external media/PR partners, owning all stakeholder briefings and debriefings to maintain strict strategic alignment.
Project & Resource Ownership: Owned overarching budget allocation, resource planning, and timeline management.
