Digital Media Case Study
Johnson & Johnson.
Capturing Medical Professionals in Motion Through Uber Ads.
To support Johnson & Johnson MedTech’s presence at EHRA Congress 2026 in Paris, One Day Agency planned and delivered a targeted Uber Ads campaign designed to reach doctors, cardiologists, electrophysiologists, researchers and healthcare decision-makers while they were travelling around the city.
EHRA Congress, the European Heart Rhythm Association’s flagship event, took place at the Palais des Congrès de Paris from 11 to 14 April 2026. The event attracted a highly specialist medical audience from across Europe and beyond, creating a valuable opportunity for Johnson & Johnson to reach relevant healthcare professionals during a concentrated, high-intent event window.
While the wider campaign also included OOH, this digital activation focused specifically on Uber as a high-attention mobility channel. The objective was to complement the physical media presence by reaching delegates during real travel moments: when booking a ride, waiting for pickup and travelling across Paris to the congress, hotels, airports, restaurants and city locations.
Skills
Uber Advertising, Digital Media, Healthcare Marketing, Event-Led Media Strategy, Medical Conference Advertising, Route-Based Targeting, Video Advertising, Audience Planning, Campaign Measurement
A Digital Strategy Built Around Delegate Movement
The strategy was built around a simple behavioural insight: doctors and delegates attending an international medical congress are constantly moving between the venue, hotels, airports, dinners, meetings and the wider host city.
Uber Ads allowed Johnson & Johnson to reach this audience during those moments of movement, when the user is actively engaging with the app and focused on their journey. Unlike standard display environments, Uber offers a more contained and attentive context, with ads appearing at moments where users are checking ride status, pickup timing and route progress.
For Johnson & Johnson, this created a valuable opportunity to reinforce the VARIPULSE™ Pro message outside the conference environment and keep the product visible throughout the attendee journey.
Route-Based Uber Advertising Across Paris
One Day Agency selected pre-set routes across Paris to align delivery with likely congress delegate journeys. This allowed the campaign to focus on trips connected to key movement patterns around the event, rather than relying on broad city-wide digital targeting.
The campaign was planned around routes likely to capture healthcare professionals travelling to and from the congress, hotels, airports and central Paris destinations. By focusing on these pre-set routes, Uber Ads became a tactical mobility layer, reaching doctors and decision-makers as they moved through the city during the event period.
This made the campaign highly contextual. Instead of only reaching an audience by demographic or interest, it reached them based on real-world travel behaviour linked to the congress.
Dispatch, Enroute and OnTrip Ads
The campaign used three Uber Ads placements: Dispatch, Enroute and OnTrip.
Dispatch Ads appear after a user books a ride and is waiting for their driver to arrive. This is a high-attention moment because the user is actively checking pickup details, driver location and estimated arrival time.
Enroute Ads appear while the passenger is on the way to their destination. This gives the brand a longer engagement window, with the user already inside the journey and repeatedly returning to the app to check route progress or arrival timing.
OnTrip Ads appear during the live ride experience, keeping the message visible while the passenger is travelling. For a congress audience moving between key destinations, this format helped maintain brand presence throughout the mobility journey.
Together, these placements allowed Johnson & Johnson to reach users before and during their trip, reinforcing the campaign message at multiple points inside one travel experience. The ads were delivered as video, giving the campaign stronger visual impact and a more premium product showcase within the Uber app.
Results
The Uber Ads campaign delivered strong results across a short four-day event window.
The campaign generated 59,264 impressions and 2,078 clicks, showing meaningful engagement from users exposed to the creative inside the Uber app. Most importantly, the campaign was activated across a substantial volume of relevant mobility moments, with 15,000 booked trips across the selected routes and 25,975 completed trips reported during the campaign period.
That volume of completed trips across pre-set routes was the strongest indicator of the campaign’s relevance. It showed that the selected route strategy successfully captured a large number of real passenger journeys around Paris during the congress period, allowing Johnson & Johnson to reach delegates and healthcare professionals while they were physically moving through the city.
“From the moment we briefed One Day, the team moved with exceptional speed, clarity and confidence. Within 48 hours of a phone call, they had turned the opportunity into a live cross-channel international campaign across OOH and digital, including a highly tactical Uber Ads activation around key congress routes in Paris.”
— Brand Manager, Johnson & Johnson
