Ride Hailing Company
Drives
19.8% CTR Uplift
with Safety-First
Contextual
Messaging
VTR
( 19.8% higher than
benchmark)
Users Reached
Objective
The company sought to increase awareness and promote responsible transportation behavior during Vietnam's high-risk Tết party season by delivering safety-focused messages to their audience at contextually relevant times.
Challenge
Safety messages often get ignored when audiences are in celebration mode. The company needed to deliver "Drink Don't Drive" messaging at precise moments when transportation decisions were being made—not too early to be forgotten, not too late to matter.
Strategy & Execution
The ride-hailing company collaborated with Silverpush to deploy contextual intelligence on Facebook. The AI-powered solution identified critical decision-making moments: party-goers during peak celebrations, audiences at hot entertainment destinations, and office workers during after-work social situations.
By utilizing Hot Destination context, Mirrors ensured ads reached audiences arriving at or leaving venues precisely when transportation choices were most relevant. This created a seamless, timely reminder that aligned with natural decision-making moments.
Results
The campaign successfully achieved its safety objectives. The company recorded a 69.8% VTR ( 19.8% higher than benchmark) while reaching over 147,000 users during Vietnam's highest-risk celebration period. By delivering safety messaging at contextually perfect moments, they reinforced responsible behavior when it mattered most.
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