G R I F F I N F A R L E Y ’ S B E A U T I F U L M I N D S

B B H N E W Y O R KJ U L Y 2 0 1 6

BY THE NUMBERS

400 applicants100 participants

48 hours5 teammates

3 final ist teams

1 brief

G R I F F I N F A R L E Y ’ S B E A U T I F U L M I N D S

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UberPOOL: set your destination and share the trip and cost with someone going the same way

THE ASK: INCREASE USE OF UBERPOOL TO 2% OF ALL DAILY RIDES IN NYC, IN 12 MONTHS.

8.8 mil l ion rides every day in NYC - 33,000 UberPOOL rides.

That’s a 500% increase to 172,000 rides a day in UberPOOL.

T H E B R I E F

T H E P R O B L E M

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Saving a few dollars doesn’t outweigh the lack of control over the

UberPOOL experience .

I N S I G H T S

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1.  Cars are spaces where moments of intimacy are shared. Sharing that

space with a stranger is inherently uncomfortable .

2.  We live in a divided world, but this divisiveness is precipitating a move

towards inclusiveness, especial ly in New York.

3.  Intimate , informal spaces are incubators for great ideas, conversation,

and cultural change .

O P P O R T U N I T Y

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Get people to lean into the unpredictable experience that uberPOOL

provides in the most diverse city of the world.

Showcasing how uberPOOL celebrates the diversity of New York City

GET

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TO BY

See uberPOOL as a commuting eperience rather than just another option

Tourists and travellers in other contexts where 5 minutes won’t make or break

their day

G E T T O B Y

# M E LT I N G P O O L : R I D E W I T H N E W Y O R K C I T Y I N U B E R P O O L

C A M P A I G N A R C H I T E C T U R E

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C O M M S E C O S Y S T E M

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H I N D S I G H T I S 2 0 : 2 0

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THE GOOD BITS

•  Judged best insights of the day – but that’s not enough to win.

THE ISSUES:

•  Who are these New Yorkers with time on their hands?

•  It’s not a quantifiable target audience – hard to measure.

•  Not enough time spent in presentation on planning and campaign ecosytem.

T H E W I N N E R S

The Weekenders UberF Lean In

Capture people when they have time

to UberPOOL on the weekend. The

subway is often down or

unpredictable on the weekend, so

the inconvenience of not being able

to control the experience is

outweighed.

Women often experience sexual harassment on public transport. UberPOOL could provide female only cars and position

themselves as the safest transport option for women.

Similar insights about leaning into the potential discomfort of the UberPOOL

experience.

Defined target audience clearly

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L E S S O N S

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• Teamwork is hard, especially when there are 6 highly opinionated strategic thinkers in

the room.

•  Strategy starts with insights and grows from there. Know why people behave the way

they do, and where they are.

• Create a narrative through your strategy – sell in your work through the story.

• Americans are intense and weirdly competitive.

•  Strategy and success is about people – from your target to the people around you.

Who you work with and how you work with them is just as important as the work

you output.

• No one person is better or bigger than the team.

T H A N K Y O U