No matter the size of your business, planning an event orbeing involved as part of an event can be a stressful experience. Fortunatelyfor you, practically any event production aspect can be outsourced to qualifiedand 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 weworked with world-renowned brand Uber for their activation at Laneway,Singapore’s biggest indie music festival.
In 2018, Laneway Festival was looking to partner with anauthentic brand that its audiences could relate to. The partner had to betailored to the local market, as well as be aligned with the unique lifestyle,culture, and experience that this legendary festival was known for – and Uberflawlessly matched these criteria. Uber’s brand strategy for the event was toleverage their sponsorship with an activation that would add value to thefestival while also establishing their presence and support their own marketingobjectives. To help make this happen, Uber recruited award-winning eventSingapore event company Untitled Project.
For our part, we were responsible for designing andlaunching 2 main cross-functional areas to complement Uber’s brand strategy andshowcase two of their flagship services – Uber Eats and Uber Ride. Rising tothe challenge, we set out to complement these services by designing andbuilding 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 villagealso introduced its fair share of attendees to the Uber Eats service, as wellas the Uber app in general.
Uber Lounge
The Uber Lounge was a space right outside of the festivalgrounds where festivalgoers could enjoy some downtime while waiting for theirUber Ride. We adorned the lounge with an impressive 4m x 2m interactive LEDwall that captured the faces of festivalgoers relaxing while waiting for theirpick-up. The entire space was designed, built, and activated with the idea ofsolving festival transport problems, while naturally promoting the Uber brand.By the end of the festival, 30% of attendees had used the Uber Lounge to waitfor their Uber Rides and 22% of festival attendees had left through ourlounge.
Uber was without a doubt the most visible brand at Laneway,reaching 86% of all festivalgoers thanks to its interactive touchpoints spreadthroughout the festival. Online, Uber received over 3,600 social mediainteractions, with a 70% follower reach and, with the help of Uber Eats TV, theUber Eats Food Village received over 1 million unique views online. Uber’sinvolvement in the event even garnered over 7.4 million media impressions onlinethrough the various news sites that covered the event, which helped Uberexperience a 240% growth in brand loyalty from Uber Eats Events can make or break a brand, which is why it’simportant to follow Uber’s example and work with a professional event company.Partnering with Untitled Project for your next event ensures that you receivethe best mix of creativity and expertise, backed by over 20 years of combinedexperience. Get in touch with us today to find out more.
