Uber's Beyond 5 Stars Campaign Thanks Its Most Complimented Drivers
Ellen Smith — January 29, 2018 — Marketing
In an effort to spotlight some of the tremendous work its drivers are doing, Uber has launched a promotional campaign entitled Beyond 5 Stars. This multi-part series spotlights a variety of different drivers, including Fred, an 80-year old who has been bombarded with in-app compliments regarding his conversational skills. In another ad spot, the brand introduced viewers to Anna, who uses her love of music to create relaxing playlists for her passengers.
In the ads, Uber treats each featured driver to a quick vacation as an acknowledgement of their hard work. The Beyond 5 Stars campaign serves as an extension of the brand's in-app complimenting feature, which enables consumers to give more than a star rating.
In the ads, Uber treats each featured driver to a quick vacation as an acknowledgement of their hard work. The Beyond 5 Stars campaign serves as an extension of the brand's in-app complimenting feature, which enables consumers to give more than a star rating.
Trend Themes
1. Driver Appreciation - Uber's Beyond 5 Stars campaign highlights the importance of recognizing hardworking drivers.
2. Promotional Campaigns - Brands can use similar ad campaigns to humanize their company and showcase the impact of employees.
3. Personalized Services - Drivers like Anna demonstrate the value of personalized service and can inspire businesses to offer unique experiences to consumers.
Industry Implications
1. Ride-hailing - Ride-hailing companies can improve driver retention and morale by following Uber's example and promoting driver appreciation.
2. Hospitality - Hotels and other hospitality businesses can use ad campaigns to recognize and reward outstanding employees.
3. Entertainment - Similar to Anna's personalized music playlists, entertainment companies can offer tailored recommendations and experiences to enhance customer satisfaction.
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