Personalised data driven film to celebrate each unique rider’s Year with Uber 2017
Year with Uber 2017 celebrates Uber's role as an enabler in people's lives by turning each other's rider's trip data into a personalised music video.
Each music video is unique, customised to the rider's trip data. Taken from over 5000 possible story combinations, scenes are not only tailored to the individual, but to the region, making each experience truly one of a kind.
Featured on
Mashable, Campaign Brief Asia, The Drum, Best Ads, Elite Daily, Uber Blog, Times Now India and Vulcan Post.
Client → Uber
Agency → R/GA
Making data as the story, the experience elevates it from a mere data visualisation piece. Data combinations were analysed, then translated into specific scenarios. These scenarios were then stitched together to form the full user story, creating a true data-driven film.
Selected data sets
Identified and zeroed in on eight key data points as the backbone of the experience, from which personalised stories were crafted from.
Defined sentiments
Under each data point, a sentiment was defined. For instance, 'Number of trips taken', users were segmented into three sentiments or groupings: High, Medium and Low.
Created over 200 scripts
200 scripts were written, each one capturing the dynamism ad cultural nuances of the region. From these scripts sprung lyrics and illustrations that set the tone to the experience.
Generated 5184 storylines
The result was more than 5000 potential combinations of different visuals, instrumentals and lyrics. With every one made unique by layering each user's riding stats on top.
