Uber Taxi: Superpower I
Global strategy → Concepts built for Japanese culture.
A launch campaign that reframed Uber Taxi as a personal superpower, turning everyday control into something you can feel in one simple action.
Problem
In Japan, taxi hailing is habitual and crowded with incumbents. Uber Taxi needed to justify switching by making app-based control feel meaningfully different from street hailing.
Solution
We dramatized the act of ordering a taxi as a subtle superpower, expressed through a simple gesture and visual escalation. The idea was executed through an integrated TV and digital campaign that showed control, certainty, and calm without explaining the app.
Results
Within the first four weeks, the campaign delivered strong business impact, including a +16.9% sign-up growth rate and a +27.2% increase in RFT growth. Social conversation surged with a +143% uplift, while active riders in Kanto showed sustained month-over-month growth following launch.
Uber: Taxi Comes to You TVC :30
TVC :15
Key Visuals and OOHs
Comic Superhero Edit:
Social Cutdown
Bespoke Social Extensions:
Mr. Maric Magic
A social-first film series that brought back 80s magician Mr. Maric to turn calling an Uber into a piece of real magic.
Problem
Social audiences were increasingly resistant to branded content and tutorial-style product demos. Uber needed attention and memorability on social without explaining features or feeling modern-forced.
Solution
We created bespoke social films starring Mr. Maric, using his iconic magic style to “call” an Uber as if it were a trick. Two short-form videos were produced, built around simple setups, practical magic, and restrained brand presence designed for organic viewing.
Results
Each film generated over 10 million views on social. The work proved nostalgia-led casting and culturally specific craft could drive massive reach without paid-feeling storytelling.
Mr. Maric- Card Edition
Mr. Maric- Coming Edition
