When Uber launched in New Zealand, it was known but not trusted. People had questions about how it worked, its reliability and affordability. So we gave them someone to answer these questions. Someone they knew. Their mate Sam. Statistics showed ‘Sam’ in all its variations was the most common name in the country. By giving all Sams free Uber rides for whole a week, they could then answer people’s Uber questions. Integrated across social, PR, TV, print and digital, the Sambassadors yielded 35% increase in NZ weekly rider sign-ups - the brands most successful social and earned campaign across ANZ.