KUNG FU + CHAOS + UBER HONG KONG
Here’s how Hong Kong’s Kung Fu heritage and cinema culture let Uber Taxi kick ass.
Skip the Chaos stars local action legend Louis Koo.
IMAGINE IF® worked with Special Group and their local partners to find a role for Uber Taxi in Hong Kong - a city where the streets are crazy yet street-hailing is the go-to way to grab a cab.
We ran research and strategy workshops with in-market partners to develop the brand positioning and creative campaign platform ‘Skip the Chaos’.
Skip the Chaos. Skip the Stress. Skip the Queue. Our brand positioning communicated the benefit of Uber over traditional street hailing.
For a city that prides itself on its Kung Fu heritage, made famous by the big screen, we decided to bring in action star Louis Koo to launch 'the calm amongst the chaos' in an impactful and authentic way.
Now in it’s third year our “Skip the Chaos” positioning and evolving Kung Fu campaigns have established Uber as the way to get around town.
In Hong Kong, our enemy wasn’t other ride-sharing services, it was the street itself.
The campaign is brought to life with choreographed action and hailing chaos fit for a movie screen.
The brand platform has continued into its third year with even more dramatic Kung Fu chaos.
Project credits
Services
- BRAND STRATEGY
- STRATEGIC ALIGNMENT WORKSHOPS
- CREATIVE DEVELOPMENT
Team
- GENE BRUTTY
- TIM SEDDON
Partners
SPECIAL GROUP
THE FUTURE