{"id":27678,"date":"2020-04-16T11:52:29","date_gmt":"2020-04-16T10:52:29","guid":{"rendered":"http:\/\/www.creaerte.com\/live\/?p=27678"},"modified":"2020-04-16T12:13:22","modified_gmt":"2020-04-16T11:13:22","slug":"la-paradoja-publicitaria-uber","status":"publish","type":"post","link":"https:\/\/www.creaerte.com\/live\/la-paradoja-publicitaria-uber\/","title":{"rendered":"La paradoja publicitaria de Uber"},"content":{"rendered":"<p>Durante las \u00faltimas semanas, marcadas por el <strong>confinamiento domiciliario<\/strong> establecido para hacer frente a la <strong>pandemia del coronavirus<\/strong>, hemos reparado en alguna ocasi\u00f3n en c\u00f3mo las <strong>marcas<\/strong> tienen que cuidar, ahora especialmente, sus <strong>pol\u00edticas comunicativas<\/strong>. La clave pasa por evitar lanzar mensajes agresivos que arrojen una percepci\u00f3n de monetizaci\u00f3n de la crisis sanitaria y que, a la postre, pudiesen originar un descenso de la <strong>reputaci\u00f3n<\/strong>. Es por ello por lo que las firmas est\u00e1n optando por un modelo basado en la <strong>empat\u00eda<\/strong> y la <strong>humanizaci\u00f3n<\/strong>.<\/p>\n<p>Un buen ejemplo lo hemos encontrado en la \u00faltima campa\u00f1a de <strong>Uber<\/strong>, en la que no aparece ni uno solo de sus coches. Con el t\u00edtulo <em><strong>Thank you for not riding<\/strong><\/em> (gracias por no montar), la firma estadounidense de <strong>veh\u00edculos de transporte con conductor<\/strong> realiza todo un ejercicio de <strong>responsabilidad<\/strong>. Sin duda, una buena forma de mantener ciertas cotas de <strong>prestigio<\/strong>. <\/p>\n<p>La campa\u00f1a en cuesti\u00f3n ha sido ideada por la agencia <strong>Wieden+Kennedy<\/strong>. Desde la oficina de Portland se ha dado forma a esta propuesta publicitaria convertida en <strong>paradoja<\/strong>, teniendo en cuenta que la <strong>movilidad<\/strong> de las personas es la raz\u00f3n de ser de Uber. Su <em><strong>Cuando est\u00e1s en casa, todos podemos<\/strong><\/em> elegido para la ocasi\u00f3n as\u00ed lo demuestra. <\/strong><\/p>\n<p><iframe width=\"817\" height=\"468\" src=\"https:\/\/www.youtube.com\/embed\/_e8XLnMiCOE\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Durante las \u00faltimas semanas, marcadas por el confinamiento domiciliario establecido para hacer frente a la pandemia del coronavirus, hemos reparado en alguna ocasi\u00f3n en c\u00f3mo las marcas tienen que cuidar, ahora especialmente, sus pol\u00edticas comunicativas. La clave pasa por evitar lanzar mensajes agresivos que arrojen una percepci\u00f3n de monetizaci\u00f3n de la crisis sanitaria y que, a la postre, pudiesen originar&#8230;<\/p>\n","protected":false},"author":1,"featured_media":27679,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1345,10],"tags":[],"class_list":["post-27678","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audiovisual","category-noticias","has_thumb"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La paradoja publicitaria de Uber - creaerte.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.creaerte.com\/live\/la-paradoja-publicitaria-uber\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La paradoja publicitaria de Uber - creaerte.com\" \/>\n<meta property=\"og:description\" content=\"Durante las \u00faltimas semanas, marcadas por el confinamiento domiciliario establecido para hacer frente a la pandemia del coronavirus, hemos reparado en alguna ocasi\u00f3n en c\u00f3mo las marcas tienen que cuidar, ahora especialmente, sus pol\u00edticas comunicativas. La clave pasa por evitar lanzar mensajes agresivos que arrojen una percepci\u00f3n de monetizaci\u00f3n de la crisis sanitaria y que, a la postre, pudiesen originar...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.creaerte.com\/live\/la-paradoja-publicitaria-uber\/\" \/>\n<meta property=\"og:site_name\" content=\"creaerte.com\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/creaerte\" \/>\n<meta property=\"article:published_time\" content=\"2020-04-16T10:52:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-04-16T11:13:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.creaerte.com\/live\/wp-content\/uploads\/2020\/04\/Uber.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"817\" \/>\n\t<meta property=\"og:image:height\" content=\"468\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Creaerte\" \/>\n<meta name=\"twitter:site\" content=\"@Creaerte\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minuto\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.creaerte.com\/live\/la-paradoja-publicitaria-uber\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.creaerte.com\/live\/la-paradoja-publicitaria-uber\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/www.creaerte.com\/live\/#\/schema\/person\/acc9e93c6216bce2d569b1f0a99607f6\"},\"headline\":\"La paradoja publicitaria de Uber\",\"datePublished\":\"2020-04-16T10:52:29+00:00\",\"dateModified\":\"2020-04-16T11:13:22+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.creaerte.com\/live\/la-paradoja-publicitaria-uber\/\"},\"wordCount\":226,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.creaerte.com\/live\/la-paradoja-publicitaria-uber\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.creaerte.com\/live\/wp-content\/uploads\/2020\/04\/Uber.jpg\",\"articleSection\":[\"Audiovisual\",\"Noticias\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.creaerte.com\/live\/la-paradoja-publicitaria-uber\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.creaerte.com\/live\/la-paradoja-publicitaria-uber\/\",\"url\":\"https:\/\/www.creaerte.com\/live\/la-paradoja-publicitaria-uber\/\",\"name\":\"La paradoja publicitaria de Uber - 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