Gift cards never appear on anyone’s wishlist. They’re a last-minute, low-risk present that says I couldn’t think of anything better. But an Uber gift card is different. It says I want to spend more time with you, IRL.
To promote Uber gift cards for Mother’s Day, this campaign juxtaposed the many ways time-strapped millennials reach out and fall short—leaving a voicemail, sending an emoji, forgetting to Skype. For time-strapped millennials, a reminder of real face time with their #1 fan helped show just what they, and their moms, were missing.
Focused on social (paid and organic) with both landing page and in-app purchasing experiences, the campaign lead to a significant increase on the previous year’s Mother’s Day sales, and happier moms across the country.