Event Production Case Study: Uber X Laneway 2018

No matter the size of your business, planning an event or being involved as part of an event can be a stressful experience. Fortunately for you, practically any event production aspect can be outsourced to qualified and experienced event production companies like Untitled Project. In this post, we’ll be taking a look at a case study for one of our past projects, when we worked with world-renowned brand Uber for their activation at Laneway, Singapore’s biggest indie music festival. 

Uber X Laneway Event Activation

In 2018, Laneway Festival was looking to partner with an authentic brand that its audiences could relate to. The partner had to be tailored to the local market, as well as be aligned with the unique lifestyle, culture, and experience that this legendary festival was known for – and Uber flawlessly matched these criteria. Uber’s brand strategy for the event was to leverage their sponsorship with an activation that would add value to the festival while also establishing their presence and support their own marketing objectives. To help make this happen, Uber recruited award-winning event Singapore event company Untitled Project.    

For our part, we were responsible for designing and launching 2 main cross-functional areas to complement Uber’s brand strategy and showcase two of their flagship services – Uber Eats and Uber Ride. Rising to the challenge, we set out to complement these services by designing and building the Uber Eats Food Village and the Uber Lounge.

Uber Eats Food Village

The Uber Eats Village was a branded space where outlets served up a variety of tasty food and beverage options for festival attendees to order through the Uber Eats app. It also gave us the opportunity to flex our creativity and we created a 3D, 3m x 3m, Oriental-inspired noodle takeout box. Festivalgoers venturing inside the installation were treated to a massive mural by renowned street artist Clogtwo.  As an award-winning projection mapping company, we, of course, couldn’t resist enhancing Clogtwo’s mural with some dazzling projection mapping and bringing characters to life.

Thanks to the Uber Eats Village, Uber experienced a 20% surge in sales through the Uber Eats app during the festival, with roughly 43% of all festivalgoers ordering food through the Uber app. The Uber Eats village also introduced its fair share of attendees to the Uber Eats service, as well as the Uber app in general.

Uber Lounge

The Uber Lounge was a space right outside of the festival grounds where festivalgoers could enjoy some downtime while waiting for their Uber Ride. We adorned the lounge with an impressive 4m x 2m interactive LED wall that captured the faces of festivalgoers relaxing while waiting for their pick-up. The entire space was designed, built, and activated with the idea of solving festival transport problems, while naturally promoting the Uber brand. By the end of the festival, 30% of attendees had used the Uber Lounge to wait for their Uber Rides and 22% of festival attendees had left through our lounge.  

Post-Festival Results

Uber was without a doubt the most visible brand at Laneway, reaching 86% of all festivalgoers thanks to its interactive touchpoints spread throughout the festival. Online, Uber received over 3,600 social media interactions, with a 70% follower reach and, with the help of Uber Eats TV, the Uber Eats Food Village received over 1 million unique views online. Uber’s involvement in the event even garnered over 7.4 million media impressions online through the various news sites that covered the event, which helped Uber experience a 240% growth in brand loyalty from Uber Eats Events can make or break a brand, which is why it’s important to follow Uber’s example and work with a professional event company. Partnering with Untitled Project for your next event ensures that you receive the best mix of creativity and expertise, backed by over 20 years of combined experience. Get in touch with us today to find out more.