Tom Sainsbury guides Kiwis through their first electric ride in new Uber Electric campaign

Uber has launched its newly rebranded Uber Electric service with a playful new campaign starring comedian and EV enthusiast Tom Sainsbury via Acumen New Zealand.

 

Celebrating the charm (and mild confusion) of Kiwis’ “first time”, Uber has enlisted the help of Sainsbury, to explore the nerves, surprise and “a-ha” moments involved in going electric.

Says Sainsbury: “My mum was driving an EV long before they were cool, so there was always a lot of electric chat around the dinner table – now everyone else is finally catching up. EVs are smooth and quiet, and you know that you’re doing your bit for the planet. Once you’ve taken your first electric ride, there’s no going back! Personally, I’m hooked, and with Uber Electric it’s just a tap away.”

New research commissioned by Uber reveals that despite the average Kiwi being a mature 41 years old before taking their first EV trip, the wait might just have been worth it. More than half (51%) admitted they were curious before their first ride, and many came away surprised (47%), relieved (19%), and even ecstatic (12%).

Of course, first times are rarely perfect, with more than a few awkward moments revealed. One in three (37%) admitted that they weren’t entirely sure if the car was even turned on, and nearly one in five (17%) struggled to open the door, with those sleek handles proving tricker than they look.

This curiosity, turned enthusiasm, is translating into momentum. New data from Uber shows the number of EV drivers on the platform in New Zealand has jumped a huge 174% in just one year, while a 2024 report revealed 40% of Kiwi riders have their first EV experience through the Uber app.

Following fast on this, Uber Green has officially relaunched as ‘Uber Electric’, making it even easier for EV novices, right through to experienced riders, to pick a 100% electric, zero-driving emissions ride at no extra cost, and the same convenience. This move marks a significant step forward in Uber’s commitment towards supporting New Zealand’s electric future.

Emma Foley, Managing Director of Uber Australia and New Zealand, says the switch to “Uber Electric” is helping more Kiwis take that first electric ride with ease: “We know we have an important role to play in supercharging New Zealand’s shift to an electric future. Our goal is to make choosing a more sustainable ride effortless, without compromising on price or experience. It’s exciting to see how many Kiwis are embracing EVs, and with Uber Electric we’re making it easier than ever to go electric, whether it’s your first time or your hundredth.”

To learn more about the Uber Electric product, visit here.

Lead Creative: Acumen NZ and Uber ANZ
Lead Production Company: RadLab

 

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