HELLO.

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

We’re New Yorkers!

BUSINESS GOAL

100K annual sign ups by May 2014

TARGET

New Yorkers21-34 years oldMale & Female

Annual HHI: $35-80k College Education

PSYCHOGRAPHICS

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

They’re risk takers, adventurousBudget conscious, but spend on experiences

BARRIER

New Yorkers perception of Citi Bike has prevented them from participating

THE STRATEGIC IDEA

Encourage New Yorkers to embrace Citi Bikes as a lifestyle choice

COMMUNICATION OBJECTIVE

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

THE MAGIC

#BikesWithBenefits

REASONS TO BELIEVE

AffordableFlexible

Convenient Healthy

Rediscover New York

#BikesWithBenefits

CONNECTION MOMENTS

During the DayDuring Commute

During the YearSummer & Fall 2013

360 IDEA ACTIVATION

Share the experience#BikesWithBenefits

Media: OOH and MobileExperiential/Events

DigitalSocialWOM

Media OOH and Mobile

Subway/Bus advertisementHopStop, Yelp, Pandora

Experiential/Events

Dock to dock speed datingPartnership with How About We

Webisode/TV Partnerships

Digital

Cameras on Citi BikesBloggers show where they go

Streaming online, website

Social

How many Citi Bikes have you riden?Crosstown competition, create your own group to challenge others

Join the conversation with #BikesWithBenefits

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