BBH Beautiful Minds, New York, July 2013
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BBH Beautiful Minds, New York, July 2013

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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 ...

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/

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BBH Beautiful Minds, New York, July 2013 BBH Beautiful Minds, New York, July 2013 Presentation 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”  
  • THANK  YOU   MICHAEL  BROWNE:   MICHAELTBROWNE@GMAIL.COM   ABOUT.ME/MICHAELTBROWNE