Jeffrey R Loibl

Business Challenge:
Uber Comfort, a differentiated ride option, was new in multiple global markets under various names. Awareness was inconsistent, and the brand needed a way to determine which messaging and creative approach would most effectively drive adoption internationally. The challenge was to design a scalable, data-informed creative strategy that could optimize awareness, engagement, and click-throughs before committing to global production.

Executive Ownership & Strategic Direction:
As Global Creative Director, I directed the conceptual strategy and creative framework for this global test campaign.

• Defining the key messaging hypotheses to test which Uber Comfort benefit would resonate most across regions

• Designing a creative approach exploration to evaluate photography versus agnostic illustration at scale

• Partnering with regional marketing leads to ensure the framework could adapt to multiple cultural contexts and languages

• Creating a modular, globally scalable creative system that could inform a future full-scale campaign

Conceptual Creative Framework:

• Multiple benefit-oriented messaging threads to identify top-performing value propositions

• Creative treatments in both photography and illustration to explore emotional and aspirational appeal

• Modular assets that could scale across markets, platforms, and languages while maintaining brand consistency

This framework allowed stakeholders to visualize how creative and data could work together to drive adoption and inform a larger global rollout.