BACKGROUND

UCAR, powered by China Auto Rental, the largest car rental company in China, is the late comer in taxi-hailing service while Didi and Uber had over 90% market share.  They need to quickly build awareness and a big client base.

 

IDEA

Position the brand core value as “safety”, which is a unique winning edge compared to the competitors, who are known for using social vehicles and social drivers instead of company vehicles and company drivers. The “I am scared” campaign targets the service sensitive segment in China.

 

RESULTS

UCAR gained over 20% in user base within a short period and became the most renowned taxi-hailing service offering maximum sense of safety, physically and emotionally.