Uber Targets Teens (And Parents)

It’s the parallel parking that gets you.

For most teens, taking a driver’s test is a right of passage that opens up a whole new world of opportunities.

Unless you fail.

Uber has a new promo campaign aimed at that exact audience.

The ride-hailing company is offering a month of free rides to any teens who failed their driver’s test.

It’s a clever promotion aimed less at teens, and more at the parents stuck driving their kids around.

Driving New Awareness

Uber launched its teen accounts in 2023 and has more recently expanded safety features.

The failed driver’s test campaign is a clever example of connecting with audiences around a specific pain point. In this case, it’s parents facing another several weeks of chauffeuring their kids to activities.

The video touting Uber teen accounts promises “Peace of Mind for You. Freedom for Them.” It features parents talking about the challenges of balancing work, household responsibilities and getting their kids to and from school and activities.

The video is worth a watch for the ways it’s positioned toward a primary audience (teens) and the real decision makers (their parents).

The video ends with: “It’s called Uber for teens, but it’s really for parents.”

Plenty of brands from jewelers to fast food companies have come to recognize the power of appealing to audiences with purchasing power.

It’s an important consideration for B2B brands, too. Often, other departments from procurement to HR will have a say in purchase decisions, and they often have a different set of criteria than primary audiences.

It’s important to get at the heart of what these audiences care about and provide messaging that speaks to them as well.