NIGHTCAP
with UBER BLACK
01
THE IDEA
02
THE INSIGHT
03
THE SERIES
04
THE EXPERIENCE
05
ACTIVATIONS
06
VALUES
07
THE CLOSE
INDEX
Night Cap!
Let's go somewhere special
- NIGHTCAP!
NIGHTCAP
4 rides, 3 Spots, 2 friends, 1 night
NightCap! is a content series and digital campaign set in Johannesburg and built around a thriving social network culture and an active city lifestyle all connected by a ride.
Night Cap! is a bold content series, and a late-night ride through Johannesburg’s nightlife—led by the country's most exciting personalities. From artists to outliers, each episode takes you on four unforgettable stops through Joburg, guided by a local host and their circle.
Expect food, drinks, raw conversation, and unexpected moments. Hop in.
These cities don’t sleep and neither should you.
Episode Structure
NIGHTCAP!
1 Ride
Sunset Greetings & Tales
The night begins with drinks and appetisers at a signature venue, where we highlight the opening dish or drink, the people behind it, and the story of the space as the conversation begins.
2nd Ride
Main Course Conversations
Over dinner at the second venue, the conversation goes deeper into personal journeys, ideas, and culture, while showcasing the food, drinks, and people behind the venue.
3rd Ride
NIGHT CAP
The final stop is a meaningful late-night spot chosen by the guest, where a last drink is shared along with the story behind the place and the bartender or mixologist.
4th Ride
Home
The night ends with a ride home, powered by Uber Black.
Content Deliverables
Hero Episode
10 - 15 Minute Episode
(YouTube and streaming platforms)
Short-Form Content Ecosystem
Short-form clips from each episode distributed across TikTok, Instagram Reels, YouTube Shorts, and X.
IRL Activations
In-real-life premiere events where guests arrive and leave exclusively using Uber Black. Events include influencers, media, entrepreneurs, and nightlife partners.
Uber Black Campaign Assets
Creation of branded ad assets using footage from the Nightcap series including social ads, digital banners, YouTube ads, and campaign visuals featuring Uber Black vehicles, hosts, and city nightlife.
Behind-the-Scenes Content
Behind-the-scenes content showing filming, conversations with drivers, city travel moments, and production process — humanising Uber Black drivers and the experience.
Partner-Branded Segments & Sponsorship Revenue
Sponsored segments integrated into episodes (restaurants, alcohol brands, fashion, tech, finance, etc.) with Uber Black remaining the primary transport partner.
TARGET AUDIENCE
Primary Audience
Use this space to promote the business, its products or its services.
Secondary Audience
Use this space to promote the business, its products or its services.
Geographic Focus
Nightcap will focus on South Africa’s key urban markets
How Nightcap Creates Value for Uber Black
1. Brand Positioning ROI
Nightcap positions Uber Black as:
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The official ride for nights out
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The ride for entrepreneurs and professionals
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The safe ride home
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The premium way to move through the city
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A lifestyle brand, not just a transport app
This type of positioning is typically achieved through expensive advertising campaigns, but Nightcap integrates the brand into culture and storytelling instead.
Value: Long-term brand equity and premium positioning.
2. Customer Acquisition ROI
Uber promo codes embedded into the series allow Uber to track:
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New users
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Uber Black bookings
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Ride frequency after watching episodes
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Bookings in featured nightlife areas
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Airport and business ride usage
Nightcap becomes a customer acquisition channel, not just a marketing campaign.
Value: New Uber Black users and increased ride frequency.
Estimated Return to Uber Black
Projected Value Includes:
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500,000+ cumulative content views
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R2.5M estimated media value
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R800K – R1.2M measurable ROI value
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Uber Black promo code conversions
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Increased Uber Black bookings
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Marketing production cost savings
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Sponsorship revenue share
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Influencer and PR exposure
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Event activations and experiential marketing
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Long-term brand equity and positioning
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Evergreen YouTube and social content library
one city
two friends
three spots
four rides
Sports fields and courts
Modern, air-conditioned cabins
Arts and crafts center
Theater and music studio
Science lab
Olympic-sized
swimming pool
