Uber’s “Lost & Found”: Why It Matters Now, and What We Can Learn

Uber’s “Lost & Found” campaign, where riders could find Kylie Minogue’s tour gloves in Uber Execs around London, isn’t just a clever PR stunt. It tells us a lot about where Uber is in its growth journey, how it sees its competition, and why the brand is leaning into cultural storytelling right now.

Why now

Uber is no longer the scrappy newcomer disrupting taxis. It is a global company with multiple services under its belt, from ride-hailing to Uber Eats. At this stage, the challenge is not just about scale. It is about staying relevant, building emotional connection, and keeping people engaged with the brand.

Competition is tougher than ever. There are premium car services, local ride-hailing platforms, and even public transport apps fighting for attention. If Uber relied only on price cuts or convenience messaging, it would blend in with everyone else. A campaign like “Lost & Found” helps them stand out by leaning on culture, exclusivity, and storytelling.

How this compares to past work

In the past, Uber has often focused on growth drivers: promotions, app features, service expansions. Those campaigns built awareness, but they rarely built emotional resonance. “Lost & Found” feels different. It creates a moment people want to talk about, while also shining a light on Uber Exec, their premium tier.

Compared to competitors who focus mostly on speed, coverage, or price, Uber is saying, “We can also deliver experiences that are fun, memorable, and a little bit iconic.”

The Kylie factor

Choosing Kylie Minogue was a smart move. She is not just a celebrity; she is an icon with a loyal, multi-generational fanbase. Her audience is active online, they love sharing cultural moments, and they bring credibility to the campaign. Kylie makes the story bigger than Uber. She makes it something people want to pass on.

What brands can learn

At Verve & Metric, we see a few clear takeaways:

• Be aware of your business stage. Once you have the basics and operations in place, you can invest in campaigns that build prestige and brand love.
• Connect through culture. Look for ways to tap into icons, stories, or communities your audience already cares about.
• Set expectations upfront. Not every campaign will drive instant leads. This one was about awareness and engagement, not short-term revenue, and that is fine.
• Measure what matters. For Uber, that could be growth in Uber Exec rides, social shares, PR coverage, and overall buzz. Likes alone won’t cut it.

Final thought

Uber’s “Lost & Found” is a reminder that when your foundations are strong, you can afford to play bigger. A simple idea, tied to culture, executed well, can refresh how people see your brand.

For growing businesses, the lesson is clear. Nail the basics first, then scale up with ideas that make people talk. That balance between creativity and data is where the real results come from.