citibike pitch from griffin farley's beautiful minds planning competition
DESCRIPTION
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?TRANSCRIPT
CITIBIKEGRIFFIN FARLEY’S BEAUTIFUL MINDS
ALWAYNE RITCHIE | ALI VIVINETTO | STEVE BAYLEY | LONG NGO | KYLE STEINER
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.
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.
TARGET AUDIENCEPeople that live and/or work in New York City at the mercy of public transportation and pricey cab rides.
UNLOCKING THE INSIGHTNew York’s transportation options are not good enough
for New Yorkers.
STRATEGIC SOLUTIONNew Yorkers don’t take shit; convince them they don’t have to when it comes to their transportation choices.
BENEFITS FOR “REAL NEW YORKERS”
cost comfort control
BENEFITS FOR “REAL NEW YORKERS”
cost
BENEFITS FOR “REAL NEW YORKERS”
comfort
BENEFITS FOR “REAL NEW YORKERS”
control
CONNECTION POINTSWe want to reach our audience by disrupting their routine
commute, forcing them to question the status quo.
DISRUPTING THE ROUTINEGUERRILLA
SUBWAY CAR TAKEOVER
comfort
control
DISRUPTING THE ROUTINEGUERRILLA
CITI BIKEGANG
cost
control
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
DISRUPTING THE ROUTINESOCIAL
#DONTTAKETHATSHIT
#DONTTAKETHATSHITTHANK YOU