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.
Ben Red and I worked together on this project and submitted under the moniker, Team EightTwentySeven. I worked on the user journey maps/flows, UX/UI design, identity design, assets, event design, & art direction. Ben worked on the campaign strategy, event design, identity design, pitch deck design, and storytelling.
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 ReleaseTo design a “Healthiest Town in America” campaign focused on using Uber to connect driver-partners, riders and healthcare providers in the U.S.
Before we started working on the campaign, it was important that we set ourselves timelines as we were both full time students from different colleges at Drexel.
Taking inspiration from Google’s Design Sprint methodology , I adapted it to our needs and created a schedule for us to follow leading up to the submission date of the contest.
To view the schedule, click here.
We really kicked our work in Phase 1 of the design sprint. When we came together, we asked ourselves: what does it mean to be healthy? We organized our post-it note sessions into the following buckets:
Habits
Not smoking
Not taking drugs
Not Drinking
Proper Hygiene
Balanced Diet (see “Healthy Diet”)
Healthy Diet
Balanced nutritional intake
Low salt foods (low sodium)
Lower caffeine intake
Replace heavier snacks with fruits/veggies
Drinking water / staying hydrated
Emotional
Being able to enjoy life
Achieving balance
Adapting to adversity
Feeling safe / secure
Not worrying about your own health
Mental
Having good mental health
Healthy coping strategies for when you are ill
Getting rewarded for taking care of yourself by friends
Breathing (for your mental health)
Treating yourself once in a while
Physical
Being free from disease
Being physically in shape/fit
Maintaining peak performance of bodily functions
Getting an adequate amount of sleep
Being able to walk places / personal mobility
Autonomy over your body
After we had a better understanding of what good health was, we also had to figure out where the campaign will take place. After looking into several cities, we ultimately landed on our hometown: Philadelphia. As Philly natives, we saw a lot of benefits of hosting the campaign in our city including our familiarity of its infrastructure, industries, and layout.
And it just felt so right to design something for the city I call home! 😌 (Okay talk to me about the best places to eat cake and steak here)
As we progressed further in our work, we really focused on the following question: How do you unite three separate groups of people together in an interactive experience?
We continued to follow the sprint schedule until we formed the final campaign.
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.
Subway ad for the SEPTA MFL/BSL line. Click on the image to view more of the activation spaces
Social Media: Ads will be specifically tailored to each sector of the target audience.
Ad on Uber's native app. Click on the image to view more ad concepts.
Signing Up: Users will be directed towards a microsite that will guide them to register for the event. To view an InVision demo of the site, click here.
Getting Identification: Registered users will get a lanyard upon checking in.
Lanyard for a healthcare provider. Click on the image to view more lanyard variations.
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.
The start of the race. City Hall, Philadelphia. Click on the image to view the other pillars.
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.
In app experirence on the day of the event. Click on the image to view more.
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.
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