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Today, Uber launches its all-new Uber Taxi “Go your way, Live your way” marketing campaign. The campaign wishes to empower Hongkongers to focus on unlocking meaningful and joyful moments as Uber Taxi takes care of their traveling needs. At the same time, Uber is releasing a survey of over 1,500 riders which reveals nine out of 10 respondents say that Uber Taxi helps give them more control over their trips and daily schedules, and eight out of 10 riders describe their Uber Taxi experiences as “😁 It’s generally quite good” and “🥳 It’s so amazing I use it frequently”. 

Reclaim control over Hongkongers’ busy lives with Uber Taxi

In an online survey of over 1,500 riders carried out by Uber in May 2022, a whopping 87% of respondents say that Uber Taxi gives them better control over their trip and schedules. When asked to rank the top three ways they use Uber Taxi, “🏠👪 return home” was ranked first (64.4%), followed by “💼🎒 to work or school” (49.8%) and “🍱🍣🍛🎤 dine out & social gatherings” (38.9%).

More than half of riders (54.2%) also said that not having to factor in whether a taxi is a cross-harbor one or not, or whether they need a taxi during shift change period is why they prefer to book an Uber Taxi ride instead of hailing a cab on the street.  

When asked to describe Uber Taxi in one word, the most popular descriptions were “convenient”, “reliable” and “timely”, followed by “cashless” – demonstrating how Uber Taxi riders have more control over their schedules and rides. Read more about the survey findings in the Appendix. 

Go Your Way, Live Your Way

Uber Taxi has become an essential part of Hongkongers’ daily travel. Since Uber launched Uber Taxi in 2020, Hong Kong continues to be the largest Uber Taxi market globally. Today, Uber launches its all new “Go your way, Live your way” marketing campaign to remind people that traveling around the city shouldn’t be stressful. As the city opens up, Uber and Hongkongers are now ready to reclaim joy and control over their daily lives, and this starts with seamless traveling around town.  

Heartwarming and joyful photographs of Uber Taxi riders going to places and making the most of their everyday lives will dominate streets in Causeway Bay, Tsim Sha Tsui and Mong Kok. Uber Taxi’s classic white chevron stripes will be painted on billboards and taxis across town.  As part of the campaign, Uber will also be releasing two campaign videos that resonate with busy go-getters’ life moments.


This 20-second video shows four white-collar ladies rushing to an evening concert after work but hit with the reality of rush hour – the desperate moment when you need to hail a taxi but have no control over when you will get one. Right when the group starts panicking that they will not make it on time, one of them books an Uber Taxi. Now, with an Uber Taxi on its way, they’re in control again and can relax, get to the concert on time, and have a great time.

The second video shows a typical parent scrambling to get everything prepared for their child’s birthday on a rainy day after work. As the father worries about getting a Taxi in the rain, the mother confidently shows her booked and enroute Uber Taxi, meaning her husband can relax as everything else is sorted – the cake and a present.  The couple not only makes it on time to their little girl’s birthday party, but are in control of their journey home at the touch of a button with Uber Taxi.

‘Go your way, Live your way’ aims to inspire riders to reimagine what living life to the fullest can mean as Uber Taxi gives riders the control they need for their daily commute. New Uber Taxi users who want a taste of what stress-free travel means on Uber Taxi can now use promo code TAXI2022 to get 50% off their first five Uber Taxi rides. 


Uber Taxi is a trusted travel option in people’s daily lives

  • More than 80% (81.8%) of respondents are happy with their Uber Taxi rides  🥳😁
  • Nearly two-thirds of respondents (64.4%) take Uber Taxi to go home 🏠👪
  • Nearly half of respondents (49.8%) use Uber Taxi to go to work or school 💼🎒
  • 38.9% of respondents use Uber Taxi to dine out and attend social gatherings 🍱🍣🍛🎤 

Riders prefer Uber Taxi for time and convenience

  • Almost two-thirds of respondents (65.3%) prefer getting to their destination via point-to-point transportation
  • More than half of riders surveyed (57.3%) want to save time and not wait for public transport
  • Almost one-fifth of respondents (17.7%) want to avoid crowds

87% of riders agree that Uber Taxi gives them better control of their trip and schedules 

  • Almost 80% of respondents chose Uber Taxi instead of hailing a taxi on the street because they enjoy cashless payment method
  • More than a quarter (25.8%) of riders appreciate Uber Taxi’s transparent and accountable experience, which includes knowing who their driver-partner is and the ability to to rate a trip 
  • A similar number (24.9%) enjoy being able to access trip records and e-receipts

Campaign Credits:


Lucinda Barlow, Senior Director, Head of APAC Marketing
Mantazh Khanna, Director of Marketing, Mobility – APAC
Alex Bolderoff, Global Creative Copy Director
Tom Child, Mobility Brand Lead – APAC
Toga Leung, Marketing Lead – Hong Kong
C-Him Se, Marketing Manager – Hong Kong
Charmaine Wu, Marketing Manager – Hong Kong
Venus To, Senior Marketing Executive – Hong Kong

Uth Creative, Hong Kong

Desmond So, CEO
Kale Ng, Account Director
Melanie Yau, Account Manager
Sarah Lo, Senior Account Executive
Arnold Au, Associate Creative Director
Sean Chu, Copywriter
Matthew Leung, Copywriter
Claudio Cheng, Creative Director
Jeffrey Ko, Art Director
Josephine Wong, Art Director

Film Factory, Hong Kong

Silent Wong, Director
May Tang, Producer