This campaign won 1st place.
The 2019 Brand X Challenge was a national design competition developed and hosted by EventMarketer in partnership with MAS Event + Design and Uber Health. Over 250 student teams from universities across the United States competed to develop a hypothetical experience based marketing campaign for Uber Health. Our solution is a cross platform campaign that engages three levels of consumers: riders, drivers, and healthcare providers.
Other top schoools that competed were Berkley, NYU, University of Pennsylvania, and Pratt Institute. Judges were marketers from Anheuser-Busch, Audi, Cisco, eBay, Facebook, General Motors, Google, Intel, LL Bean, Marriott, Xbox, MobileIron, Nestle, Oracle, Pfizer, Philips Healthcare, Salesforce, SAP, Sephora, Sleep Number, State Farm, UFC, Under Armour, Verizon, YouTube and Zillow.
Event Marketer Press Release
Drexel University Westphal Press Release
Drexel University Lebow Press Release
This project was a collaboration between Ben Red and me, submitted under the moniker Team EightTwentySeven. I worked on user journey maps/flows, UX/UI design, identity design, assets, event design, & art direction. Ben worked on campaign strategy, event design, identity design, pitch deck design, storytelling, & creative direction.
Current Uber branding guidelines require that typography sits flush left. Both photography and vector are used in a way that elicits movement. This particular campaign had a custom logo and vector created for its activation spaces, inspired by the city of Philadelphia.
Preleading the event: There will be social media advertisements and activation stands in healthcare conventions/ in Philly encouraging people to sign up . To reinforce anticipation, teaser campaigns will be used a few weeks before the event.
Social Media: Ads will be specifically tailored to each sector of the target audience-- ranging from LinkedIn to Instagram.
Signing Up: Users will be directed towards a microsite that will guide them to register for the event. To view a demo of the site, click here.
Getting Identification: Registered users will get a lanyard upon checking in.
Day of the Event: Registered users will get a lanyard upon checking in and will collect components of the health kit throughout the race. They will visit the three pillars of health: mental, physical, and social. These mini activation spaces are placed throughout high traffic areas in Philadelphia in order to create buzz as riders participate in the day of the event. On the other end of the race are health care providers who are managing their team through the customized Uber Health app.
Completed Health Kit: Items included are a water bottle, vouchers for free Uber rides, jump rope, a stress ball, and a booklet to record activities.
Shareable Moments: There are multiple channels that wil be used for engagement during the event. One is on the Uber app. The other is on Snapchat.
Success: The criteria for this campaign's success is determined by its ability to satisfy the outlined business objectives: develop new business partnerships to increase sales revenue while raising awareness of improved access to healthcare. By acheiving these goals, Uber Health will make Philadelphia The Healthiest Town in America.