Note: the #UberIceCream Cape Town brand activity is one of 600 trends pulled from the Springleap Creative Insights Platform. For further information on subscribing to the platform, go to www.trends.springleap.com
In July, Uber drivers around South Africa prepared to deliver a universally appreciated, age-old treat to the public; ice cream. The initiative was hit with viral popularity in Cape Town.
A simple idea; partner with a local ice cream entrepreneur and give the city a taste of artisanal delight. Paul’s Homemade Ice Cream, a well-established business based in Johannesburg, prepared the product for nationwide Uber customers. No cash was needed to access this promotion, as the ice cream and delivery service was automatically billed to the customer’s account.
The idea was simple and very strategically executed. Ice cream is something that most consumers enjoy; regardless of age, race, ethnicity or preference. After a long week of work, who wouldn’t enjoy a tub of delicious homemade ice cream? The initiative revealed that simple ideas have a great potential to kickstart trending content; as the conversation spread across the internet on blogs and publications.
#UberIceCream Cape Town - Why Did It Trend
The #UberIceCream Cape Town campaign attracted the attention of the 24 - 35 year old young working professional crowd. The Capetonian city bowl awaited their well-deserved Friday treat, from local n‘ lekker entrepreneur Paul Ballen (Paul’s Homemade Ice Cream).
Simple ideas can go viral, and in the case of Cape Town’s consumer response, publications Mr. Cape Town and Eat Out Mag curated content dedicated to this brand activity. Even bloggers, like popular influencer Boring Cape Town Chick and Lopville Living found the idea worthy of mentioning.
“And let me tell you first hand, the ice-cream from Paul will literally blow your mind.” - Mr Cape Town.
Uber did a great job in partnering with this local ice cream business, and the campaign was well-executed and visually engaging on Uber’s mobile app. Not the first time that the brand has done this (2014 saw the inaugural launch), the copy states “#UberIceCream is back”. This is easily recallable, clear and simple, and based on a tone that can easily build hype.
Ice Cream is a cherished treat, and reminiscent of many consumer’s childhood experiences. The joy of eating ice cream is something that can be experienced individually or socially, leaving room for a variety of consumer feedback on social media posts.
#UberIceCream Cape Town - Competitor Landscape
Arguably, it could be stated that Uber has little to few competitors offering such a wide range of services. In its innovative stance as a revolutionary cab company, very few brands can bolster themselves on the same competitive level.
In the US (Uber’s headquarters), Uber faces growing competition from companies Lyft and Curb. In South Africa, the same cannot be said. However, Franschhoek based startup Mellowcabs could soon be offering a similar range of services. Angled around eco-friendly innovation, Mellowcabs offers a slightly different point of differentiation.
Intercab and Excite taxis are probably Uber’s biggest competitors in Cape Town. However, both companies focus on the primary strategy of offering taxi rides, faires being dependent on variables. No other taxi company is implementing these types of innovative brand partnerships to boost awareness and cement consumer loyalty in the greater Cape Town region. For now, the #UberIceCream brand activity is running unopposed.
#UberIceCream Cape Town - Actionable Insights & Consumer Trends
It’s a great strategy to play on simplicity. Brands that ‘treat’ their markets by surprising them with a promotional service can expect many happy consumers. In Uber’s case, the partnership will more than likely happen again next year. The benefits of allocating only one or maybe two days to run a promotion, if angled correctly, can result in viral content be shared across various media. This content is publicity for brand awareness, as well as recognition and recall.
Consumers respond positively to this type of innovative activity. Having an artisanal South African business to partner with is a plus; many consumers love to support local entrepreneurs. The #UberIceCream activity speaks true to how fanatical consumers will get when engaged with simple brand communication; this is one of the cornerstones of brand innovation.
Photo Credits
Thanks for the awesome feature and for the mention dudes!
It’s a blessing to mention such an innovative company! Keep up the great service