The Summary Statement: New Year holidays in Russia are 10 days off in a row, which you need to do something. Not everyone can afford to travel, so most spend their holidays at home or away. However, not Uber users, because especially for them, the brand and the agency team launched the project “#ubernik — Uber Secret Gig on Wheels”. In early January 2022, residents of St. Petersburg, Kazan and Krasnodar were able to take a ride around the city in motorhome and, together with local cover musicians, recall the hits of the past years. #Ubernik passengers were waiting for gifts and New Year's treats. Campaign Strategy: Uber — is a mobile application for searching, calling and paying for taxis or private drivers and food delivery. The brand came to Russia in 2014, first to Moscow, and then to St. Petersburg. In the summer of 2017, Yandex.Taxi and Uber signed an agreement to combine business and services. Market share: most of the taxis in Russia are ordered through aggregators, they account for 60% of all orders, but in some regions the share does not exceed 45%. The market leader is Yandex.Taxi, whose share as a whole is 40%. At the same time, unlike other countries, a duopoly has not developed on the Russian market, and Citymobil, Maxim and others are claiming the place of the second player (according to the financial corporation HSBC research, 2021). The project’s marketing goal: to maintain customer loyalty in three Russian cities and to attract a new audience. The core of the target audience were men and women, 18-35 years old. The target audience is characterized by the following criteria: a user of taxi search applications, residents of St. Petersburg, Kazan and Krasnodar (in these cities, taxi aggregators’ users prefer competitors, according to internal brand research), spend their free time with friends. The choice of TA in these cities is due to the fact that there the largest number of the Uber service’s users. Campaign Concept: The project’s team made research of the audience and revealed the following insights: 1. During the New Year holidays, a separate need arises — to find not only a place for celebration, but also new experiences within the city. 2. House parties with acoustic instruments and live vocals (flatparties) are quite popular as a leisure activity among young people under 25 years old. From these two insights, project “Uber Secret Gig on Wheels” was born, built around creating a unique experience for Uber users. Campaign Execution: In order for Uber consumers to get a new user experience, the project combined the usual mechanics of using the application with offline communication channels. In the service’s official app, they could tap on the “flatparty on wheels” icon, go to the landing page and take a ride with a live concert in a specially designed holiday motorhome. Communication through the Uber app is driven by accessibility from any device and informativeness through push notifications. The mobile landing had the function of the registration page and the placement of full terms of participation in the event. As part of the image campaign, the agency’s team developed designs as well as for offline channels — motorhomes and stops located in the center of each host city, and online — special icons in the application and a landing page with the terms of participation. The branding of all materials was made in blue to create a connection with the New Year holidays and build up from the brand's usual black and white tones. At the end of the trip, each guest got memorable gifts: slippers, a sticker pack, a photo made in the style of Polaroid and a ticket with a promise for 2022. Combining the brand name and “kvartirnik” (Russian equivalent of a “flatparty”), we came up with the hashtag #ubernik. With the help of it, the clients of the service shared vivid photos and impressions in social networks. All elements of the campaign were developed and implemented on a turnkey basis: from project’s designs to construction of stops. Campaign Results: • At the end of the campaign, the project’s team made research and found that 17% of competitor users ready to try Uber app. • About a third of brand users are ready to increase the frequency of using the service. • In-app reach — 495 500. • Total reach — 9 554 073. • More than 100 kilograms of tangerines were eaten by passengers during the “Uber Secret Gig on Wheels”.