In an effort to spotlight some of the tremendous work its drivers are doing, Uber has launched a promotional campaign entitled Beyond 5 Stars. This multi-part series spotlights a variety of different drivers, including Fred, an 80-year old who has been bombarded with in-app compliments regarding his conversational skills. In another ad spot, the brand introduced viewers to Anna, who uses her love of music to create relaxing playlists for her passengers.
In the ads, Uber treats each featured driver to a quick vacation as an acknowledgement of their hard work. The Beyond 5 Stars campaign serves as an extension of the brand's in-app complimenting feature, which enables consumers to give more than a star rating.