They told us the answer usually comes when you least expect it…

…….and sometimes when it’s least convenient.

For me, it rode by on a CitiBike two hours prior to pitch time.

This is the untold story of the pitch that never was.

IT LAUNCHED. NOW WHAT?

After gathering in NYC from around the globe, young strategist hopefuls were finally briefed on the client - they had just under 20 hours to craft a full blown pitch for Citibike.

THE OBJECTIVE

increase subscriptions.100,000 new

annual Citibike memberships in year 1.

This was our task. To make Citibike an integrated part of New Yorker’s commuting habits.

However,after we hit the ground running and conducted

customer interviews, we found the real challenge.

SEASONALITYNo matter how much New Yorkers loved their Citibike, none of them saw value in an annual membership during the winter. Those who had annual memberships simply overlooked the fact they probably didn’t use their bikes during the winter months. It was at this point as a group due to time constraints we focused on a commuter problem we hoped would trump this new found issue. However, for me, things were about to get real. So what rode by minutes prior to pitch time?

What has a beard, is frequently found living in NY, and could use a bike year round as an annual CitiBike member?

No, not a hipster...

Potential annual customers

330K

● The latest population survey by the UJA-Federation of New York counted roughly 330,000 ultra-Orthodox Jews out of a total Jewish population of 1.1 Million In New York. These folks aren’t allowed to use machines on the Sabbath, but still need a way to get to temple. Bikes are human-powered...

“Orthodox birthrates in just the last few years have been soaring,” said Jewish sociologist Steven M. Cohen, who requested the new data from Pew. “The sky is falling for the rest of the population.”

Source:http://forward.com/articles/187429/orthodox-population-grows-faster-than-first-figure/?p=all#ixzz3S2tfez4b

THE NEW TARGET USES A BIKE ALL YEAR LONG

So what obstacles stand in the way of targeting one of the fastest growing communities in America?

“ The issue with bikes arose as a taboo issue in Hasidic Williamsburg, it started when One Hasidic Sect in williamsburg (Satmar) issued a rule to their young students to not ride bikes, the reason was because they didn't want the kids to wander outside of Hasidic Williamsburg, & bikes made it easier for them. Now, explaining to the kids why they were not allowed to drive bikes, was an issue, if the principal would say "You are not allowed to ride bikes because we don't want you to wander outside of the community", that would make the kids even more curious, and wonder what is there outside that our principal does not want us to see. ” - @hasidimforbikes

Community issue

insight: Most Hasidic Jews discourage bikes

“We "Hasidim For Bikes" are trying to change that, we are trying to unite to reverse this taboo, we are trying to advocate to bring bikes in our community, to make our commute more easy and more healthy for us and everyone around us.”

Partner w/ Citibike & @Hasidimforbikes

Solution

Approach: Reverse this outdated tradition through messaging and product innovation

The taskWith the help of @Hasidimforbikes, inform via print & outdoor ads of the key message:

CitiBike is here to support Hasidic culture, and bring families closer together with bikes.

But most importantly, the product must also reflect this.

1. Issue Child Key Cards that only work in Williamsburg2. Special breaking mechanism slows to a halt when nearing

Williamsburg area-limits3. Child Key Cards must be an annual membership key card

Product Innovation

Solution: Key cards and electronic breaks