HELLO.

We’re group ...

Daniela Madriz • Elicia Banks-Gabriel • Jonathan Wang • Mackenzie Beer • Rainbow Kirby

We want what we want, when we want it, how we want it.

We’re New Yorkers!

BUSINESS GOAL

Reach 100k annual Citi Bike sign ups by May 2014

TARGET DEMOGRAPHICS

New Yorkers21-40 years oldMale & Female

Annual HHI: $35-80k College Educated

PSYCHOGRAPHICS

They yearn to have control, independence Aspirational, starting their careers

Budget conscious, but spend on experiences

BUT REALLY ...

Pleasure & Adventure SeekingAvoid Commitment & Ignore Risk

Desire On Own Terms

BARRIER

New Yorkers perception of Citi Bike has prevented them from letting loose and sealing the deal

COMMUNICATION OBJECTIVE

Change the target’s perception of Citi Bike from a typical transportation mechanism into an opportunity to maximize pleasure with minimal commitment

THE STRATEGIC IDEA

Encourage New Yorkers to embrace Citi Bikes as a lifestyle resolution

THE MAGIC

#BikesWithBenefits

REASONS TO BELIEVE

AffordabilityAvailability

Convenience Flexibility

Healthy ChoiceRediscover New York

#BikesWithBenefits

Functional Emotional

INSIGHT

Trial drives conversion

CONNECTION MOMENTS

During the YearSummer & Fall 2013

During the DayDuring Commute

Mondays

360 IDEA ACTIVATION#BikesWithBenefits

Media: OOH and MobileExperiential/Events

DigitalSocialWOM

Media OOH and Mobile

MTA & Outdoor advertisementsHopStop, Yelp, Pandora

Experiential/Events

Dock-to-dock speed datingPartnership with How About We

Webisode/TV Partnerships

Digital

Cameras on Citi BikesBloggers share their rides

Streaming online

Social

Join the conversation with #BikesWithBenefitsHow many Citi Bikes have you ridden?

Crosstown competition, create your own group to challenge others

WOM

Activate current audience of 50k annual usersBuddy Pass Incentive Program

Drive conversion

Social

Neighborhood Competition

Experiential/Events

Dock-to-Dock Dating

Digital

Streaming Video

Media: OOH and Mobile

Playful Ad Campaign

WOM

Buddy Pass

Share The Experience

THANK YOU#BikesWithBenefits

In Memory of Griffin Farley

Thanks ToBBH • Brooke Rothman • Gautam Ramdurai