Finalist presentation from BBH Griffin Farley Beautiful Minds Planning Competition. New York is the greatest city in the world and New Yorkers expect the best. Why should they settle for less when it comes to their transportation options?

1. CITIBIKE
GRIFFIN FARLEY’S BEAUTIFUL MINDS
ALWAYNE RITCHIE | ALI VIVINETTO | STEVE BAYLEY | LONG NGO | KYLE STEINER

2. THE GOAL
Increase annual
memberships to
100,000 people by
May 2014.
Critics say Citi Bike
provides little benefit
to “real New
Yorkers”.
Potential members
are skeptical of how
Citi Bike actually
works.

3. THE FACTS
MTA subway and bus ridership is about 7,000,000 people/day.
Unlimited monthly metro card is $1,344/year.
Manhattanites hail around 100 cabs/year.
Citi Bike’s annual membership is $95 at 26¢/day.

4. TARGET AUDIENCE
People that live and/or work in New York City at the
mercy of public transportation and pricey cab rides.

5. UNLOCKING THE INSIGHT
New York’s transportation options are not good enough
for New Yorkers.

6. STRATEGIC SOLUTION
New Yorkers don’t take shit; convince them they don’t
have to when it comes to their transportation choices.

10. BENEFITS FOR “REAL NEW YORKERS”
cost comfort control

11. BENEFITS FOR “REAL NEW YORKERS”
cost

12. BENEFITS FOR “REAL NEW YORKERS”
comfort

13. BENEFITS FOR “REAL NEW YORKERS”
control

15. CONNECTION POINTS
We want to reach our audience by disrupting their routine
commute, forcing them to question the status quo.

16. DISRUPTING THE ROUTINE
GUERRILLA
SUBWAY CAR
TAKEOVER
comfort
control

17. DISRUPTING THE ROUTINE
GUERRILLA
CITI BIKE
GANG
cost
control

18. DISRUPTING THE ROUTINE
Street-level print campaigns in areas where commuters are
most miserable.
OUT OF HOME
Subway stations and trains Taxi tops Bus wraps

19. DISRUPTING THE ROUTINE
SOCIAL
#DONTTAKETHATSHIT

20. #DONTTAKETHATSHIT
THANK YOU