Uber had been selling train tickets through its app since 2022, but hardly anyone had been buying them. To help raise awareness, Mother created a campaign introducing the unfamiliar world of trains through the familiar world of Uber, twisting familiar language and iconography synonymous with everyone’s experience with the world-famous app.

Posters took over every London mainline train station in Uber’s largest OOH push ever in the UK. Awareness and sales of train tickets on Uber doubled, whilst new users tripled.

Credits:
Agency: Mother
CCO/Partner: Felix Richter
Creative Directors: Oli Rimoldi, Anthony Montagne
Creatives: Liy Grant, Georgia Armstrong
Business Lead: Nick Owen
Mother: Fran Suffling
Production Director: Ben Waters
Design Director: Mike Mercer-Brown
Designers: Meg Wear, Talveer Uppal, Babara Baraldi, Teresa Goncalves
Strategy Director: Matt Sadler
Strategists: Lucy Allen, Jack McCormack
Producers: Kate Congreve, Amy Williams
Junior Mother: Marina West