15 towns, 350 pubs, one QR code home.
Targeting
Pub drinkers needing a ride home
A clear commercial objective, new rider acquisition, needed media that could deliver both scale and a direct response mechanism. Over one million beer mats across 350 pubs gave Uber both: mass distribution with a trackable, incentivised call to action.
Challenge
A decision made in a moment
Convincing pub drinkers to book a ride home is a decision made in a narrow, specific moment, after they have been drinking, when most media has already stopped trying to reach them.
Why it worked
An incentive at the right time
15 towns, 350 pubs and 14 weeks of beer mat coverage put the offer directly into drinkers’ hands at exactly that moment, with a QR code and £10 incentive turning a passive ad into an immediate, trackable conversion.
More work
