CitiBike pitch from Griffin Farley's Beautiful Minds Planning Competition

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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?

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  • Very great idea!I read an article about Griffin Farley’s Search for Beautiful Minds in Planning recently. http://strat-talking.com/search-for-beautiful-minds-in-planning/
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CitiBike pitch from Griffin Farley's Beautiful Minds Planning Competition

  1. 1. CITIBIKE GRIFFIN FARLEY’S BEAUTIFUL MINDS ALWAYNE RITCHIE | ALI VIVINETTO | STEVE BAYLEY | LONG NGO | KYLE STEINER
  2. 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. 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. 4. TARGET AUDIENCE People that live and/or work in New York City at the mercy of public transportation and pricey cab rides.
  5. 5. UNLOCKING THE INSIGHT New York’s transportation options are not good enough for New Yorkers.
  6. 6. STRATEGIC SOLUTION New Yorkers don’t take shit; convince them they don’t have to when it comes to their transportation choices.
  7. 7. BENEFITS FOR “REAL NEW YORKERS” cost comfort control
  8. 8. BENEFITS FOR “REAL NEW YORKERS” cost
  9. 9. BENEFITS FOR “REAL NEW YORKERS” comfort
  10. 10. BENEFITS FOR “REAL NEW YORKERS” control
  11. 11. CONNECTION POINTS We want to reach our audience by disrupting their routine commute, forcing them to question the status quo.
  12. 12. DISRUPTING THE ROUTINE GUERRILLA SUBWAY CAR TAKEOVER comfort control
  13. 13. DISRUPTING THE ROUTINE GUERRILLA CITI BIKE GANG cost control
  14. 14. 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
  15. 15. DISRUPTING THE ROUTINE SOCIAL #DONTTAKETHATSHIT
  16. 16. #DONTTAKETHATSHIT THANK YOU

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