Chaotic Market Entry

• Situation: Uber entered Korea amid an unclear regulatory framework for ride-hailing, knowing it would trigger a backlash from the taxi industry and cause controversy.

• Challenge: The communications challenges was to rapidly build consumer awareness and usage while at the same time helping the company manage escalating political and social resistance. 

• Approach: Insight ran a dual-track communications strategy. On the consumer side, we generated first-hand media experiences by embedding reporters and influencers as riders and drivers, positioning Uber as part of a modern lifestyle. In parallel, we supported government relations working with media on feature stories and third-party op-eds on international regulatory precedents, entrepreneurship, and consumer benefit. We managed large-scale press conferences, issue-by-issue statements, and sustained one-on-one media engagement to educate key reporters covering mobility and regulation.

• Outcome: Uber achieved rapid awareness growth and user uptake despite regulatory headwinds. The program also elevated understanding of global mobility platforms in Korea.