Brief:

Did you know that it’s hard being the parent of teens? Well, Uber did tons of fancy research and it turns out that, yep, it’s super hard. Especially when you’re balancing everyone’s schedules, getting your teen around safely and reliably all while communicating clearly and without hormonal sass.

Uber can’t help with the hormones, but they did develop Uber teen accounts to help teens get around safely and independently - we just had to convince anxious parents that it could be a game changer for both them and their teens.

Solve:

Parents and teens are famously hesitant to try anything new or change their behavior without seeing one of their peers do it successfully.

That’s why went to the early adopters of Uber teen accounts, stepped into their worlds and produced a testimonial campaign to show how Uber teen accounts made life easier for both parents and teens. Then, across social, inboxes and Uber apps everywhere we got the word out parent to parent, teen to teen.

(Imagine a dynamic graph showing teen transportation drama declining here)