In 2021, Uber launched a campaign in Ciudad de Guatemala to invite passengers for faster and cheaper fares near the capital’s metro stations. Uber’s goal was to promote a discount code for users to try their service, Uber Moto.
JCDecaux Central Americas offers consulting services on OOH creative optimization that includes two solutions: Creative Heatmap and Creaction.
JCDecaux’s Creative Heatmap solution estimates the attention performance of a campaign visual leveraging on deep learning technology. Easy to use, it provides immediate results to facilitate A/B testing of visuals and iteration during the creative process stage.
MER used Creative Heatmap to produce the best visual for Uber’s campaign.
Thanks to the creative optimisation delivered by Creaction and Creative Heatmap offered by JCDecaux, we could identify in our initial visual a lack of visibility from long distances due to an excess of text and a small logo. The brand could not be well identified and the key message we wanted to transmit was not highlighted well enough: the discount for our Uber Moto service thanks to a promo code. We did the necessary adjustments: increasing the size of the logo, synthetising the text and highlighting the main message. The creative visual then became much more impacting. We are very satisfied with the result.Ricardo Marroquín Sales Director, MER Guatemala