Performance campaign to raise awareness of JUMP's availability on Uber

Overview

JUMP marketing research shows that most users enjoy riding our vehicles because they provide a faster and more fun way of going further. However while the boost and ease provided by our electric assist is one of our main value props, many didn't realize our vehicles were in fact electric. Further, we have great social engagement, particularly with assets involving motion. With this in mind, motion assets follow the principles of 'fast but smooth & always electric'.

Approach

Our fast expansion accross the globe called for the motion system to be templetized. By creating a easy to use pre-designed assets and editable files. This ensured teams across the world would be able to easily generate motion comps which followed all our principles and led to a visually unified JUMP brand. By presenting a visually unified front, the core message of "always fun and electric" would be present across all assets, regardless of who or where it was created.

16:9 Base Grid

16:9 Left aligned Grid

16:9 Middle aligned Grid

1:1 Base Grid

1:1 Left aligned Grid

1:1 Middle aligned Grid

Grid

The 16:9 motion grid is split into 8 columns, with 5% margins and 0 gutters.

The 1:1 motion grid is split into 4 columns, with 5% margins and 0 gutters.

Copy and overlayed content should take no more than 1/3 of the 16:9 composition, and no less than 3/4 of the 1:1 composition. It should always be left aligned, and vertically centered.

Unlike Uber's more rigid text reveal which speaks to the more utalitarian nature of the brand, JUMP's incorporates a "hop" upon entrance and exit to highlight it's more playful hop on & go nature.

Short, to the point transitions where video and text animate simultanously. Designed in collaboration with our videographer to ensure rythm accross animation and video pace.

The Bolt

the bolt animation is our brand's autopgrah. It is the rule, not the exception and should be used always, wherever possible in order to increase 'always electric' awareness.

Creative Direction