Uber in Bangu

In Brazil, Uber quickly became synonymous with accessible comfort in urban mobility. For many, it offered a viable alternative to car ownership - a privilege still out of reach for the majority of the population. Yet, despite its widespread adoption in major capitals, the service was slow to arrive in marginalized neighborhoods such as Bangu, in Rio de Janeiro.

My challenge was to design a communication strategy that made this long-awaited launch resonate with the community itself. Mainstream influencers with national reach were not the answer, because their narratives and lifestyles were too far removed from the daily experience of Bangu’s residents.

I led a focused research process to understand local routines, values, and trusted sources of information. This analysis allowed me to identify and partner with voices that truly mattered in the community: from popular radio presenters to grassroots content creators who authentically represent life on the periphery.

By placing these figures at the center of the campaign, I ensured that Uber’s arrival felt less like an external initiative and more like a recognition of a community’s place in the city’s mobility map. The campaign achieved its goals with strong engagement and a positive reception, both from users and the brand.

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