IPO roadshow video, brand video, and roadshow group meetings

Telling the multifaceted story of a company that disrupted the transportation industry and set the world in motion

Uber’s IPO presented us with the opportunity to tell the remarkable growth story of a once-in-a-generation company that forever changed the transportation category. Our investor communications team provided creative direction, roadshow video scripting, video production, and event production services for Uber’s IPO video and IPO roadshow.

Uber’s 2019 initial public offering marked a highly anticipated milestone for the now ubiquitous company that had grown from a convenient ride-hailing service into a global technology platform designed to disrupt nearly every mode of transportation–from food delivery and trucking to air travel and autonomous driving.

Filmed on location across four cities over 11 days, Uber’s energetic and upbeat IPO video required meticulous coordination across San Francisco, Washington, D.C. and Pittsburgh. CEO Dara Khosrowshahi and 10 key executives spoke about the company’s tremendous growth potential and renewed commitment to strong corporate governance, an inclusive culture, and collaboration with cities and regulators. Heartfelt testimonials from three drivers captured Uber’s massive economic impact, while the investor video’s overall sense of constant movement and progress befitted a high-profile company on a mission to “ignite opportunity by setting the world in motion.”

In keeping with the company’s mission, Uber’s IPO video aimed to convey a sense of relentless movement and progress. Speakers walked and rode as they talked. Riders climbed into and out of countless vehicles around the world. Dynamic 2D and 3D motion graphics conveyed the power and complexity of a decision engine able to predict 30 million matches per minute to balance supply and demand.

”Uber Voices”

Following changes in company management, the inspiring opening film, “Uber Voices,” showed a diverse yet unified voice across all parts of the company. We asked riders, drivers and partners to speak about how Uber has impacted their lives by allowing for flexibility, independence and maximising earnings. Employees spoke to the diversity of ideas and people at the company, and excitement for the future. Throughout the film, we wove together human stories on a global scale, to highlight the company’s international reach–a key point of differentiation for Uber’s IPO messaging. The opening film played online alongside the roadshow video during the IPO marketing period.

Highly attended roadshow group meetings

We executed the event production, experiential design and roadshow event logistics of four highly sought-after large roadshow group meetings in London, New York, Boston and San Francisco. These investor events provided an opportunity for investors to address questions directly to the CEO, CFO, and CLO. Imagination designed the environments for the large group meetings in line with Uber’s sleek and sophisticated brand aesthetic, incorporating the company’s “U-frame” brand element in the framing of the dual video screens.

We also pulled the “U-frame” through other IPO marketing materials including a walk-in video loop and the brand skin for the online roadshow platform.

For the audience

Uber’s roadshow video delivered a strong message to prospective investors, covering key aspects of the business. The audience learned of the company’s revolutionary achievements in personal mobility and the opportunities to redefine the massive meal delivery and logistics industries through the perspectives of 28 diverse participants. The “Uber Voices” opening film relayed the passion and hope for a better future further enabled by Uber through the voices of the employees, drivers and riders who are the heart and soul of the brand.

The roadshow group meetings gave investors an opportunity to ask the leadership team questions in person, further strengthening Uber’s investment case.

For the brand

Uber priced within the range of $45 per share, ultimately valuing the company at $75 billion. Despite a bumpy first day of trading, Uber raised $8.1 billion and was one of the 25 largest public market debuts of all time.