River-based transport operator Uber Boat by Thames Clippers has appointed Atomic London to devise the launch strategy of its new app, following a competitive process.
Thames Clippers has been operating a set of river bus services on the River Thames in London since 1999, offering both commuter services between eastern and Central London and tourist services under licence from London River Services.
In July 2020, the company struck a partnership with ride-sharing service Uber, which acquired naming rights to the ferry and rebranding the service as Uber Boat by Thames Clippers.
Atomic will work with Uber Boat on the app, which is designed to offer a transformed user experience, making it easier for Londoners to plan and track journeys, buy tickets and use the river service with confidence.
The work spans creative and strategy, social strategy, content development and the identification of creators to help reach a core audience of riverside dwellers, commuters and occasional leisure travellers.
Uber Boat is looking to shift perceptions among Londoners, providing them with real-time “Where’s My Clipper?” location and capacity information that aims to boost commuter season ticket and carnet ticket sales.
Initial campaign activity is due to go live in mid-May.
Uber Boat by Thames Clippers head of marketing and communications Adrian White, said: “Atomic brought us a compelling blend of strategic thinking and creative excellence. Their proven track record in helping scale and empower transport brands to drive their growth made them a natural choice for this brief.
“They understood exactly what this new app means for our audience and how to bring it to life in a way that changes behaviour. We can’t wait to see the work launch.”
Atomic London chief executive Jon Goulding added: “This is an exciting win for us. Uber Boat by Thames Clippers is a brilliant brand with a clear mission, and we believe the new app has the potential to move the dial – especially for commuters looking for a more calming, reliable way to travel.
“We’re looking forward to unleashing its superpower through bold creative and social-first thinking, helping them realise their ambition to become the capital’s most loved transport service.”
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