Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
Citi Bike
#needwheels
100,000 annual members in Year 1.
How do we go beyond the initial sign-ups of excited
fans and curious citizens and make C...
After 20 hours of researching, looking for insights, thinking, asking
questions, and pulling hair out of our heads,
we fin...
Who do we want to talk to?
Millennials 18 to 34 years old
Mobile singles
Ambitious
Social creatures
Early in their careers...
75% of millennials use mass transit every day, but...
Subway delays
increased by 30%
in 2013.
6 p.m. = Cabs go back
to Lon...
But I want a dose
of consistency.
It means they depend
on a very inconstant
transit system to keep
their life moving.
Citi Bike is the answer for
consistency.
Citi Bike doesn’t get stuck in traffic.
There is no delay.
It takes the same amount of time to get from A to B every day.
...
Something about millennials:
They’re more likely to
take their
frustration out on
social media.
Like these:
Knowing that, we use social media as a
means to flip the script.
Turning negativity to positivity with
Citi Bike.
Locations are the key to getting our message across:
Places that are usually difficult to
get a cab.
Subway entrances and ...
#needwheels
When people tweet and complain,
we listen, provide them assistance
to the nearest Citi Bike station and
one fr...
We select users who #needwheels the most,
give them a free 7-day pass and a camera to
document their new commuting experie...
We want to provide a consistent opportunity to
relate to and inspire millennials.
By hosting a series of intimate pop-up e...
Citi Bike is the one.
It is one consistency that allows
millennials to balance their
beautifully complex lifestyles.
Reed J Edwards
jreededwards@gmail.com
Kyle Wons
@kylewons
Thao M Bui
@thaominhb
Sydney Burns
@sydneyburns
Thank You!
Prochain SlideShare
Chargement dans…5
×

Citi Bike #needwheels

In June 2013, BBH NY launched its first Griffin Farley's Beautiful Minds as a way to honor Griffin Farley and to help young planners to get their break in advertising industry.

Out of 150 applications around the world, I got accepted. On July 13, 2013, 43 other young bright minds and I met for a crash course in planning at BBH. We learned from some of the best such as Heidi Hackemer, Armando Turco, Tom Morton, Richard Notarianni, Julian Cole, Michael Osbourn, David Page, and Sarah Watson.

Later, we got in group of four or five to work on a brief for Citi Bike. My group included myself, Sydney Burns, Reed Edwards, and Kyle Wons. Under the guidance of our mentors, James Francis and Daniel Miranda, we came up with the strategy for Citi Bike in 20 hours.

On the next day, we presented to the judging panel and were selected as one of the four final groups.

On July 18, 2013, we presented to a different panel including executives from BBH NY, Google Creative Lab, McCann Erickson, 360i and GSP NY.

We didn't win, but judges said that our thinking was provocative and different. The way we approached Citi Bike was something that they had never thought of.

With that, we're proud of marking our names in the top 18.

Slides are the strategy that we came up with.

  • Identifiez-vous pour voir les commentaires

Citi Bike #needwheels

  1. 1. Citi Bike #needwheels
  2. 2. 100,000 annual members in Year 1. How do we go beyond the initial sign-ups of excited fans and curious citizens and make Citi Bike a part of daily NYC commuting behavior? The Task:
  3. 3. After 20 hours of researching, looking for insights, thinking, asking questions, and pulling hair out of our heads, we finally came up with the strategy.
  4. 4. Who do we want to talk to? Millennials 18 to 34 years old Mobile singles Ambitious Social creatures Early in their careers Always on the go Our audiences live and work below 59th street in Manhattan or West Brooklyn. Also, they crave a life of change and novelty.
  5. 5. 75% of millennials use mass transit every day, but... Subway delays increased by 30% in 2013. 6 p.m. = Cabs go back to Long Island to change shifts. Goodluck getting one. 60% of delays announcement is incomprehensible. Average cost = $5,800/ year for 1.3 miles ride.
  6. 6. But I want a dose of consistency. It means they depend on a very inconstant transit system to keep their life moving.
  7. 7. Citi Bike is the answer for consistency.
  8. 8. Citi Bike doesn’t get stuck in traffic. There is no delay. It takes the same amount of time to get from A to B every day. With an annual membership, millennials can get a bike, enjoy the ride, park and leave it after.
  9. 9. Something about millennials: They’re more likely to take their frustration out on social media. Like these:
  10. 10. Knowing that, we use social media as a means to flip the script. Turning negativity to positivity with Citi Bike.
  11. 11. Locations are the key to getting our message across: Places that are usually difficult to get a cab. Subway entrances and exits.
  12. 12. #needwheels When people tweet and complain, we listen, provide them assistance to the nearest Citi Bike station and one free bike ride.
  13. 13. We select users who #needwheels the most, give them a free 7-day pass and a camera to document their new commuting experience. The videos will be posted on social media and act as brand ambassadors.
  14. 14. We want to provide a consistent opportunity to relate to and inspire millennials. By hosting a series of intimate pop-up events that only allows Citi Bike annual members. We hope to spark conversations among users and friends via #needwheels. Millennials also aim to be influencers by nature.
  15. 15. Citi Bike is the one. It is one consistency that allows millennials to balance their beautifully complex lifestyles.
  16. 16. Reed J Edwards jreededwards@gmail.com Kyle Wons @kylewons Thao M Bui @thaominhb Sydney Burns @sydneyburns Thank You!

×