Hong Kong – Marking 11 years on Hong Kong’s roads, Uber has rolled out a campaign that pays tribute to the stories, milestones, and millions of rides that have shaped its journey since 2014.
Titled “11 Years, Always By Your Side” (11年來，一路都在), the campaign—developed by creative agency Omelette Digital—features a series of activations highlighting how the platform has become embedded in the city’s daily rhythm, from morning commutes to late-night rides and moments that matter.
On 24–25 October, Uber launched the ‘Uber Pop-Up Newsstand’, returning to where its first Hong Kong ride began—Queen’s Road Central. For two days, Uber’s 11-year journey was transformed into print through a limited-edition newspaper filled with fun facts, quirky stats (including the most forgotten items), and comic strips by local illustrator Tse Sai Pei. Each page celebrated the people, places, and moments that have kept the city moving.
At the heart of the campaign is a focus on the human stories behind every ride. Partnering with YouTube channel Trial & Error (試當真), Uber released three short films capturing genuine in-car conversations between Uber drivers and local personalities, shot in a realistic dashcam style and inspired by true experiences.
The first film features Feng Shui master Tin Ming Yeo, who meets a driver that rediscovered purpose through Uber after losing his job and battling kidney disease. The second follows actor Neo Yau, who connects with a driver-turned-actor while reflecting on the closure of his YouTube channel. The final story stars actor Will Or, known for his love of dogs, taking an Uber Pet ride with his furry companion—showing how Uber fits seamlessly into everyday life.
By blending celebrity voices with real-life experiences, the campaign underscores Uber’s role as a companion to Hong Kongers—“on the road through every turn, bump, and journey.”
“The numbers are big, but the meaning is bigger. Every ride tells a story, from everyday commutes to life-changing moments. With this campaign, we wanted to shine a light on those human stories and remind people what 11 years with Uber truly means to Hong Kong,” said Matt Kwok, creative director of Omelette Digital.
Extending the campaign beyond digital, Uber also deployed four mobile billboard trucks across key districts, each displaying location-specific ride data that connects the brand with local communities. The messages rotate by area, serving as a moving reminder of Uber’s role in daily life—from late-night rides out of Lan Kwai Fong to shopping trips in Tsim Sha Tsui.
Complementing the out-of-home push, in-app banners engage riders with personalised ride insights, reinforcing that their journeys form part of Uber’s 11-year story in Hong Kong.
“This campaign is a celebration of Hong Kong — not just the places, but the people. For 11 years, we’ve been more than a ride. We’ve been there in moments of joy, struggle, growth, and change. As we look to the future, we remain committed to serving this city with heart, innovation, and purpose,” said Eric Ling, demand growth lead at Uber Hong Kong.
