M02. Best Digital Media Innovation

Hong Kong’s mobility market sees e-hailing capture a mere one-third of point-to-point rides, drastically lagging mature markets (SG: 87% | NY: 82%). Our imperative is to decisively shift users from street hail to e-hail, significantly elevating Uber Taxi’s consideration as the preferred choice. Uber’s 2024 “Skip the Kung Fu” campaign successfully built a proposition which boldly challenged HKers’ cultural habit. ( ‘大費功夫？Skip!’ translates to ‘Skip the Kung Fu/Effort’ (of finding a taxi and get going with Uber). ) Our 2.0 campaign strategy builds upon last year’s effort, further enhanced the brands’ consideration and addressed riders’ need of better fee clarity to overcome their “street hail inertia”, ultimately affirming the campaign’s essential mission: to lead the fundamental shift from street-hail to e-hail movement in Hong Kong.