GFBM- Squad Trois_7_21_16
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Transcript of GFBM- Squad Trois_7_21_16
G R I F F I N FA R L E Y B E A U T I F U L M I N D S 2 0 1 6
S Q U A D T R O I S
Increase daily trips in NYC by 1.61%
in the next 12 months.
T H E C H A L L E N G E
TARGET MARKET
5,650,610 Daily Subway Riders in NYC
T H E M A R K E T
Young professionals who value human
experiences and cost-effective services.
1,899,894 - 20-34 year olds in NYC
O U R A U D I E N C E
Commuting is a battle everyone has no
choice but to endure everyday.
O U R A U D I E N C E
What the commuters are saying
SOCIAL LISTENING
(No Service)
“60% of subways are underground” - MTA
“Commuting has significant
psychological and social cost...
Commuters can experience boredom,
social isolation, and anger and frustration
from problems like traffic or delays.” -
Psychology Today
PIERCING INSIGHT
New York is a city built on connections.
But when we commute, we actively choose to sever that connection.
Avoid awkward eye contact at all costs.
POSITIONING PLATFORM
UberPOOL helps New Yorkers reconnect on three levels
With your neighbors
With your neighbors
With your cityscape
With the internet
V E H I C L E F O R C O N N E C T I O N
Global Othering
Tech Dependence
Economic Pressures
uberPOOL
COMMUNICATIONS STRATEGY
COMMUNICATIONS STRATEGY
Leverage paid and owned channels to reinforce our campaign ethos throughout our target audience’s personal and professional network, and when they’re most susceptible.
TACTICS
Propagation & Word of Mouth Influencer
Experiential OOH Social
SAMPLE ACTIVATIONS
Party
Experiential
Experiential
Bring like-minded people together at an ultimate connection
event by hosting uberPOOL parties.
Potential Partner: LinkedIn
Ride of a Lifetime
Influencer
Influencer
Give uberPOOL riders the opportunity to win a
ride of a lifetime.
FashionWeek AdWeek
Electric Zoo Festival
Lost Connections
OOH
OOH
New Yorkers want to be digitally connected at all
times.
OOH campaign in subway cars illustrating this missed opportunity.
#humansof
Social
VEHICLE FOR CONNECTIONCampaignPlatform
Influencer
OOH
Behind the Scenes photos from the campaign, and screen grabs from the final films to roll out on social media and be leveraged for marketing the film challenge.
Social Amplification
Ride of a Lifetime
Facebook, Instagram, Twitter leveraged to drive traffic to a microsite
Lost Connections
uberPOOL Party SeriesExperiential
THANK YOU!