Trains, now on Uber - humorous spots directed by James Rouse

Did you know you can book not only cars and bikes on the Uber app, but trains too? I didn't!

A large majority of the UK also doesn’t, so Uber aims to change that with the launch of its campaign ‘Trains, now on Uber’ which goes live this week.

Mother launched a new campaign to showcase the latest features of the famous Uber brand.

The campaign captures the essence of the Uber experience, with behaviors and language we all know and love - from the awkward wave to the driver, to confirming we're getting into the right car. The campaign adds a fun twist by referencing the world of trains. And here's the best part - for every ticket you purchase, you can earn 10% back in Uber Credits, which you can use for Trains, Rides, or Eats. So why wait? Get on board and start earning those credits today!

A social teaser on Instagram shows cars rolling in at a train station....

Picture this - you're at a busy train station, trying to navigate your way through the crowd to find your train. Suddenly, you notice a vibrant and eye-catching advertisement that catches your attention. As you get closer, you realize that it's an advertisement for Uber, and it's not just any ordinary advertisement. It's a takeover of the entire station, with unmistakable Uber branding and messaging.

This is the latest strategy implemented by Uber in their efforts to establish a new connection between themselves and trains. They aim to target audiences at key points along their travel journey, by owning the in-station environment through outdoor and station takeovers. In fact, Uber has launched one of the largest rail-specific campaigns of recent times, covering nine of the UK's busiest rail hubs and key commuter stations.

The campaign includes live location-specific messaging on digital screens, which helps passengers find the next departure to key destinations. This personalized messaging is aimed at making the travel experience more convenient and hassle-free for people on the move. With this campaign, Uber seeks to establish itself as a reliable and convenient transportation option for commuters and travelers alike, by providing them with a seamless experience from start to finish.

Continuing with the comedic take on travel, Uber launched two films as well. They show Uber users interacting with train drivers as if they’re Uber drivers - double-checking the booking name, asking to be dropped near the station - the witty performances are resolved with a simple end-line: ‘Trains, now on Uber’.

Planned and booked by EssenceMediacom, Kinetic and JCDecaux UK, the Uber Travel campaign will run in the UK until the end of the year.

Brand: Uber
Clients: Ceili Hubbard, Head of Marketing, UK Mobility
Will Hooker, Marketing Lead,
Aldrick Degla, Marketing Manager,
Dan Hennessy, Creative Director, International

Creative Agency: Mother
Creative: Mother
Strategy: Mother

Production Company: Biscuit Filmworks
Director: James Rouse
Producer: Benji Howell

Edit: Work Editorial
Editor: Charlie Moreton
Edit Producer: Lola Cookman

Post: Electric Theatre Collective
Colourist: Luke Morrison
Post Creative Director: Ryan Knowles
2D Lead: Amy Smith
Compers: George Gough, Pavel Vicik
DMP: Victoria Pascual
Post Producer: Holly Treacy

Sound: Factory Studios
Sound Design and Mix - James Utting
Creative Director (Audio) - Anthony Moore
Exec Audio Producer - Deborah Whitfield

Brand Agency: Wolff Olins

Media Agency: Essence Mediacom