Uber
Localising Global Strategy for a UK Market
Think Global, Act Local: How We Adapted Uber’s Global Strategy to Win Over UK Consumers.
Boosted brand trust
Repeatable localisation framework
Rapid turnaround (2 weeks)
Uber’s global strategy was solid—but the UK, with its penchant for skepticism and dry humor (basically Doctor Who but with more cups of tea), needed more than a one-size-fits-all approach.
To connect with a tech-savvy but cautious audience, Uber had to adapt its messaging and positioning while staying true to its global identity.
The ScienceFriction Strategy™ Solution:
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Adapted tone and voice to emphasize trust, reliability, and accessibility—values British audiences expect from tech brands.
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Incorporated regional quirks (and avoided anything too American) to make Uber’s launches feel personal and relevant.
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Developed a scalable communication strategy for future regional adaptations.
The Results
Boosted brand trust
Repeatable localisation framework
Rapid turnaround (2 weeks)
Key Takeaways for B2B Science and Tech Brands:
Localized messaging helps science/tech brands resonate with enterprise clients, regional audiences, or investors in specific markets.
A strategic narrative framework allows for scalable global-to-local adaptations.
Building trust through cultural relevance increases adoption and ROI.