Uber · Mobility · Red Note
Make Uber the default ride for mainland visitors in Hong Kong — in a market where DiDi owns the mental shortcut. The campaign had to intercept travelers during the planning moment and convert cultural buzz into actual rides, measurably.
Concert-driven content. We rode Hong Kong's concert calendar — the single biggest travel trigger for mainland visitors — creating content that made Uber part of the show-night plan. That content broke Uber's daily sales record with a +32% peak daily lift.
Virality as a system, not luck. Every piece averaged over 1,000 engagements, against an industry benchmark where fewer than 10% of pieces ever reach that.
Search dominance, measured. Brand search index for Uber HK keywords grew +625% over the campaign period — overtaking DiDi during the peak travel month. When a challenger's search curve crosses the incumbent's, the mental shortcut has been rewired: travelers weren't just seeing Uber, they were looking for it.
Tell us about your brand and the Chinese consumers you want to win. We'll come back with a point of view — not a template.