The ride-hailing industry has long been associated with compromises: lack of privacy, safety concerns, and unpredictable driver interactions. In recent years, the rise of AI has opened the door for autonomous ride-share alternatives. However, the technology is still met with skepticism - in the US, where car culture is deeply ingrained, the idea of relinquishing control to AI has led to hesitation from many consumers to try autonomous mobility options.
Shifting the narrative from fear to fascination, we leveraged creative, unique, and ownable media placements to further stitch ourselves into the fabric of San Francisco’s culture. Thought to be the first city in the US to make and sell fortune cookies, we partnered with Open Fortune to place advertisements inside 689,000 fortune cookies across the Bay Area. The strategy tied into local culture and leveraged contextual relevance while tapping into a shared, positive experience.
RESULTS:
The campaign was built on social proof, knowing that 77% of consumers trust peer recommendations over traditional marketing methods. Fortune cookies were an ideal medium for our message, as they align seamlessly to the creative concept and evoke delight and excitement. By tapping into the joy of opening a fortune cookie, we facilitated an engaging and memorable connection.
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