Uber Freight - Take Me Home|短视频|广告营销案例【ADGuider广告指南】

优步货运-带我回家

案例简介：概要你如何利用技术改变 350万在美国运输货物的男女的生活？你听他们的。美国的卡车司机平均每年离家 200 个晚上。在路上，他们错过了很多事情 -- 但最重要的是 -- 他们想念他们的家人。我们制造了一种叫做 “带我回家” 的新产品，它允许卡车司机自动与带他们回家的货物相匹配。最后，卡车司机不必在支持家人和陪伴家人之间做出选择。战略我们怎么能让卡车司机回家更多？一年 200 个晚上离家在外意味着你错过了很多事情。从第一步，到生日，到小联赛和约会之夜。随着 “带我回家” 功能的推出，我们能够让卡车司机既支持家人，又能与家人共度时光。我们从和卡车司机一起骑车知道，他们想要一种方法，花更多的时间在家，在他们想要的时候回家，满负荷付费。所以我们为他们建造了 “带我回家” 功能。为了讲述这个故事，我们邀请了一位来自亚特兰大的名叫弗兰克的司机，我们在 9 个月前的一次乘车旅行中遇到了他，他实际上和家人错过了圣诞节。当我们 8月回来的时候 -- 我们确保他没有错过他的生日。结果我们在德克萨斯州达拉斯的美国卡车运输展上发起了这项活动。该节目是成千上万卡车司机及其家人的年度聚会。我们向数百名司机及其配偶和孩子首次展示了弗兰克的故事。人们在他的故事中认出了自己，有很多感激的眼泪，事情会在主场得到改善。但最重要的是，他们只是感谢这种产品能让他们花更多的时间和父母、丈夫和妻子在一起。为了扩大覆盖面，我们还在以卡车为中心的贸易网点和优步货运社交渠道上运行了这个故事，并在 YouTube 上针对受欢迎的卡车司机 vlogs 进行了预滚动。执行我们制造了一种新产品，我们称之为 “带我回家”，它允许卡车司机自动与负载相匹配，将他们带回他们的基地。这意味着他们第一次能更好地控制他们去哪里，什么时候去那里，以及如何在一路上满载赚钱。为了讲述这个故事，我们去了亚特兰大，向弗兰克展示我们为他制造的工具。他错过圣诞节九个月后，我们确保他没有错过他的生日。我们在 YouTube 、 Facebook 、 Instagram 和 Twitter 上发起了一场活动，强调了新的 “带我回家” 功能。在优步货运应用程序中，我们会自动推荐让司机回到他们家乡的负载。活动描述 2016年12月底，一名优步货运产品设计师和产品经理与弗兰克一起从南卡罗来纳州前往亚特兰大，当时，由于卡车运输行业效率低下, 弗兰克错过了他从大学回家过圣诞节的儿子。第二天早上，弗兰克有理由难过，他告诉他们，“如果你能用这个应用程序为我做一件事，就让我更多地回到我的家人身边。 9 个月后，我们回到亚特兰大，向弗兰克透露，我们已经为他建造了他要求的确切功能。在卡车运输行业的历史上，“带我回家” 第一次允许卡车司机通过点击按钮带着付费货物回家。我们确保弗兰克 5 年来第一次没有错过他的生日，从而捕捉到了惊喜。

优步货运-带我回家

案例简介：Synopsis How do you use technology to change the lives of the 3.5 million men and women who move freight across the United States? You listen to them. Truckers in the U.S. average 200 nights a year away from home. Being on the road that much they miss a lot of things—but most of all—they miss their families. We built a new product called Take Me Home that would allow truckers to automatically get matched with a load that would take them back home. Finally, truckers wouldn’t have to choose between supporting their family and spending time with them. Strategy How could we get truck drivers home more? Spending 200 nights a year away from home means you miss a lot of things. From first steps, to birthdays, to little league games, and date nights. With the launch of the Take Me Home feature we were able to give truckers the ability to both support their families, and spend time with their families.We knew from riding along with truck drivers that they wanted a way to spend more time at home and get home when they wanted, with a full-paying load. So we built them the Take Me Home feature. To tell the story we featured a driver named Frank from Atlanta whom we’d met 9 months earlier on a ride-along where he actually missed Christmas with his family. When we returned that August—we made sure he didn’t miss his birthday. Outcome We launched the campaign at the Great American Trucking Show in Dallas, Texas. The show is an annual gathering of tens of thousands of truck drivers and their families. We debuted Frank’s story to a crowd of hundreds of drivers and their spouses and kids. People recognized themselves in his story and there was plenty of grateful tears that things were going to improve on the homefront. But most of all they were just thankful that this product would allow them to spend more time with their moms and dads, husbands and wives. To extend the reach we also ran the story in truck-centric trade outlets and across our Uber Freight social channels as well as as pre-roll on YouTube targeting popular trucker vlogs. Execution We built a new product we called Take Me Home that would allow truckers to automatically get matched with a load that would take them back to their home base. This meant that for the first time ever they’d have more control over where they went, when they went there, and how they’d make money with a full load along the way. To tell the story we travelled to Atlanta to show Frank the tool we’d built him. Nine months after he missed Christmas, we made sure he didn’t miss his birthday. We created a campaign across YouTube, Facebook, Instagram, and Twitter highlighting the new Take Me Home feature. Within the Uber Freight app, we’d automatically recommend loads that would get drivers back to their home base. CampaignDescription In late December 2016 an Uber Freight Product Designer and Product Manager were on a ride-along with Frank from South Carolina to Atlanta when, because of inefficiencies in the trucking industry, Frank missed seeing his son who was home from college for Christmas. The next morning Frank was justifiably sad and he told them, “if you can do one thing for me with this whole app, just get me home to my family more.” 9 months later we returned to Atlanta and revealed to Frank that we had built him the exact feature he asked for. For the first time in the history of the trucking industry, Take Me Home allows truck drivers to go home with a paying load with the tap of a button. We captured the surprise by making sure that Frank didn’t miss his birthday for the first time in 5 years.