Uber HK celebrates 11 years of city stories with new campaign

Uber Hong Kong is celebrating its 11th anniversary with a campaign dedicated to the stories and milestones that have shaped its community, reflecting on millions of rides since its first trip in 2014.

The campaign’s launch also coincides with Hong Kong's legislature passing a long-awaited bill to regulate ride-hailing services under a formal licensing regime.

Also known as “11 years, always by your side” (11年來，一路都在), the campaign is done in collaboration with local creative agency Omelette Digital. At its core, the campaign celebrates the human stories behind every ride.

To bring these authentic stories to life, Uber has partnered with local YouTube channel Trial & Error (試當真) to produce three online films. Shot in a realistic dashcam style, they capture genuine in-car conversations between drivers and local personalities. One film features feng shui master Tin Ming Yeo (楊天命) encouraging a driver who found new purpose with Uber after a kidney disease diagnosis and job loss.

Another film features local actor Neo Yau connecting with a driver—a fellow actor who turned to Uber after career setbacks—as they bond over perseverance. Meanwhile, the third follows actor Will Or, known for his love of dogs, on an Uber Pet ride with his companion, illustrating the service's role in daily routines.

By blending celebrity voices with real-life stories, the campaign seeks to highlight Uber's human impact, reinforcing its message of having been "on the road with Hong Kong through every turn, bump, and journey" for the past 11 years.

To extend the campaign beyond digital channels, Uber has launched a series of activations that highlight how deeply the brand has become woven into the city’s rhythm, through daily commutes, late-night rides, and moments that matter.

As part of the campaign, an Uber pop-up newsstand has also been set up to bring the story back to where it all began at Queen's Road Central on 24 to 25 October - the very spot where Uber Hong Kong's first ride took off. For two days, Uber’s 11-year journey had been turned into print — a limited-edition newspaper filled with fun facts, quirky stats such as the most forgotten items, as well as comic strips by local illustrator Tse Sai Pei (謝曬皮). Each page celebrated the people, places, and moments that have kept Hong Kong moving.

Moreover,, Uber has rolled out four mobile billboard trucks across key districts. Each truck features location-specific ride data that connects Uber to the local community. Messages rotate depending on the truck’s location, serving as a moving reminder of Uber’s presence in daily life — from late-night rides out of Lan Kwai Fong to shopping trips in Tsim Sha Tsui.

Complementing the out-of-home activation, in-app banners engage riders directly with personalised ride insights, reminding them that their journeys are part of Uber’s 11-year story in Hong Kong.

Eric Ling, demand growth lead at Uber Hong Kong, said: “This campaign is a celebration of Hong Kong — not just the places, but the people. For 11 years, we’ve been more than a ride. We’ve been there in moments of joy, struggle, growth, and change. As we look to the future, we remain committed to serving this city with heart, innovation, and purpose.”

Matt Kwok, creative director of Omelette Digital said: “The numbers are big, but the meaning is bigger. Every ride tells a story, from everyday commutes to life-changing moments. With this campaign, we wanted to shine a light on those human stories and remind people what 11 years with Uber truly means to Hong Kong.”

Don’t miss: Uber highlights insurance cover in new Hong Kong safety campaign

Back in July, Uber Hong Kong launched a campaign across the city to remind riders that every trip taken on the platform comes with insurance coverage.

Created in collaboration with Omelette Digital and media agency EssenceMediacom Hong Kong, the campaign used bold, straightforward visuals placed in high-impact locations – from bus shelters near traffic black spots to key digital channels citywide.

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