Citibikes presentation 2013 Winner of Griffin Farley's Beautiful Minds
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HELLO. We’re group ... Daniela Madriz • Elicia Banks-Gabriel • Jonathan Wang • Mackenzie Beer • Rainbow Kirby
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2013 Winner of Griffin Farley's Beautiful Minds Competition at Bartle Bogle Hegarty NY Task: Create a strategy to increase annual membership of CitiBike to 100k by May 2014. Strategy: Reposition Citi Bike from a transportational mechanism to get from A to B into a lifestyle resolution: maximize pleasure, minimize commitment. Campaign: #BikesWithBenefits, playful messaging with five touch points that encourage commitment-phobic New Yorkers to hop on and take a ride. "One night ride you don't have to take home", "Just a friend you can ride."
Transcript of Citibikes presentation 2013 Winner of Griffin Farley's Beautiful Minds
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
