Private-hire company UBER has evolved their recently-launched OOH campaign from brand positioning into a recruitment process. Turning the monochrome B/W artwork into varied and colorful backgrounds, the transportation mobile app invites viewers to “Start with UBER” with several of the “1,000 reasons to start with UBER” that the slogan from their previous campaign claimed, such as “Reason no. 578: You control your time” or “Reason no. 999: Be your own manager”. The new ads started to replace the previous campaign during the last week of May and can be seen on mega signs, large and x-large uni-poles, gates, billboards, and double-decker poles across most districts of Greater Cairo.
