bbh beautiful minds, new york, july 2013
DESCRIPTION
This was my submission for the Griffin Farley Beautiful Minds Strategy Competition held @ BBH agency headquarters in New York City. The competition was held over a two days 13/14th July 2013. It was a global competition with entrants coming from as away as Australia and Ireland. Read more here http://griffinfarleysbeautifulminds.tumblr.com/TRANSCRIPT
Forming a creative brief for CitiBike!
Project submission for Griffin Farley Beau7ful Minds Compe77on
@ BBH New York 7-‐14-‐2013
Click here for more info
The Task
cretae Create a Communica7ons strategy for ci7bike that will increase annual subscrip7on numbers from its current level of 50,000 to 100,000 over a 12
month period.
Forming A Strategy
We wanted to find
We wanted to find
Between….
Product Truth
Product Truth
Consumer Truth
Product Truth
Consumer Truth Cultural Truth
Product Truth
Consumer Truth Cultural Truth
SWEET!!
The Background
Commu7ng In New York
Commu7ng In New York
is a daily grind of…
Noise
Filth
And Crowds
Delays & Cancella7ons runs up to 15%
It’s a
Environment
It’s a
Environment
Leading to…
Tension
Tension Agita7on
Tension Agita7on & Stress
The Insight
Commu7ng in New York City is a stressful pain the ass!
The Solu7on
Provide New Yorkers with a clean, cheap,
stress free and dependable transport op7on
Ci7bike puts CONTROL back in consumer hands
There are no 7metables
They Choose Their Route
There are no 7metables
It’s a 24/7 solu7on
It’s a 24/7 solu7on It’s always on
It’s a 24/7 solu7on It’s always on
And always dependable
Control that’s prac7ced consistently over 7me
leads to…
Mastery
Therefore our campaign proposi7on
is..
“Master Your Journey with
Ci7bike”
