4A'S Advanced Advertising Studies_ DIVVY Bikes
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While partaking in an advanced advertising studies course sponsored by University of Northwestern's Medill School of Communication me and my team were challenged with helping develop the DIVVY brand.
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4A'S Advanced Advertising Studies_ DIVVY Bikes
- 1. TEAR DOWN CONVENTION BUILD BRANDS
- 2. RAZE RAISE
- 3. RAIZE
- 4. WIP
- 6. Strategy 80% of Chicagoans have heard of Divvy but have never tried it *Team Raize Survey, March 2014 RAIZE 6
- 7. Divvy's Problem: People don’t know how Divvy fits into their life StrategyRAIZE 7
- 8. Problem A Opportunity StrategyRAIZE 8
- 9. ! RAIZE Strategy 9
- 10. Early Adopters RAIZE Strategy 10
- 11. Strategy Growth Opportunity Innovators 2.5% Early Adopters 13.5% Early Majority 34% Late Majority 34% Laggards 16% RAIZE 11
- 12. Strategy Objective: Double membership by increasing trialRAIZE 12
- 13. A 20,000 40,000RAIZE 13
- 14. Strategy Defining the Audience Talking Survey Twitter Yelp DataRAIZE 14
- 15. Strategy Adventure Seeker Non-Conformist Physically Active Socially Active RAIZE 15
- 16. RAIZE 16
- 18. Urban Mavericks feel inhibited by their travel options StrategyRAIZE 18
- 19. Strategy Top two things they would change about transit: Travel-time Reliability 1 2 *Team Raize Survey, March 2014 RAIZE 19
- 20. Technology is making Urban Mavericks stationary StrategyRAIZE 20
- 21. 56% of millennials feel trapped by technology* *JWIntelligence 2013 StrategyRAIZE 21
- 22. They want to feel connected to their neighborhood RAIZE Strategy 22
- 23. Rising trend amongst millenials making local discoveries* *American Public Transit 2013 RAIZE Strategy 23
- 24. They want to chart their own course, wherever that leads them. StrategyRAIZE 24
- 25. 58% of millennials cited freedom to roam as a key component of success. Time.com State of the american family 2014 StrategyRAIZE 25
- 26. Insight: Urban Mavericks need the freedom of movement StrategyRAIZE 26
- 27. RAIZE 27
- 28. Category Strategy Train Bus Taxi Car RideshareRAIZE 28
- 29. Passive transit system confines riders to predetermined route and schedule StrategyRAIZE 29
- 30. StrategyRAIZE 30
- 32. StrategyRAIZE 32
- 33. RAIZE 33
- 34. StrategyRAIZE 34
- 35. Strategy • Wide attractions become reachable • Gives riders absolute control over their route and schedule StrategyRAIZE 35
- 36. Strategy Mobility in the cityRAIZE 36
- 37. Make Bold Moves RAIZE Strategy 37
- 38. Many find comfort in conformity. A sense of ease in routine. But for us, there’s nothing scarier than the status quo. We are unique, not because its hip or trendy, but because it's our truth as individuals That’s why we move how we want to move. On our own time, by our own rules. We take life by the handlebars because we thrive on the road less travelled. It’s what makes all the difference. StrategyRAIZE 38
- 39. Be Bold Stay Bold See Bold Advertising Strategy Bold Activation Make Bold MovesRAIZE 39
- 40. See Bold
- 41. See Bold Bold Face Lies OOH Campaign NOTHING KICK STARTS MY DAY LIKE MORNING TRAFFIC. BUY A MEMBERSHIP AT DIVVYBIKES.COMRAIZE 41
- 42. Bold Face Lies OOH Campaign BUY A MEMBERSHIP AT DIVVYBIKES.COMI,VE NEVER BEEN HAPPIER WITH MY LUNCH OPTIONS. See BoldRAIZE 42
- 43. See Bold The Weather Channel App Takeover • Weather-triggered • Geo-locator to take to Divvy map on mobile site • #rideblueandbold Remember Chiberia… yeah…so do we. Here's a free 24 hour pass code. #ridebluenandbold Divvy station locater button WIPRAIZE 43
- 44. Proud Supporters of Chicago's Bold Divvy will partner with local, up and coming musicians, comedians, chefs and artists to create long-form content celebrating “Chicago’s Bold”. See Bold Would be nice to have a some type of logo lock up with this. Using the tagline rideblueandbold. This content would live on the Divvy website so maybe we need an Instagram feed image of the celebrity we chose and then a moc-up of the website area where this content would live. I will reach out to Billy to get a few names of people we could use. WIPRAIZE 44
- 45. Be Bold
- 46. The Bold List A 30 day challenge. Each day Divvy will highlight a new challenge which encourages riders to make a bold move that incorporates a the use of a Divvy. Be Bold WIPRAIZE 46
- 47. Divvy Date Night Be BoldRAIZE 47
- 48. Divvy Date Night Divvy Date Night encourages two riders to experience DIVVY by riding to their date spot on the special DIVVY tandem bike. Be BoldRAIZE 48
- 49. Stay Bold
- 50. Stay Bold #DIVVYDeals ¡Hola! Little did you know you are 1 block away from the top-rated tacos in Chicago. Show your DIVVY fob at L’Patron in the next hour to get buy 1 get 1 tacos. We recommend the Al Pastor, Pork and Pineapple, mmm bold combo. Divvy Deals Divvy bikes are a rider’s best tool to access some of Chicago’s hidden gems. Using an outreach program, let’s build a network of these small Chicago businesses that may be hard to access via traditional transit. With access to riders mobile phones, we will be able to ping them based upon where they are taking or docking bikes. Riders will be sent exclusive, time- sensitive deals to businesses within our network. WIPRAIZE 50
- 51. Divvy App Take Divvy with you, everywhere you go. This app gives riders the ability and incentive to move freely about the city. Sync your fob to the app and make a bold move. Features • Location/status of nearest station • Real-time audio updates (time-limit, nearest dock) • Navigation to point B • #DIVVYDeals updates Stay Bold MAP 1) Pin Icon 2) Compass icon 3) $ WIPRAIZE 51
- 52. Stay Bold Website By employing an infinite scrolling structure, the Divvy website can be used as a story telling device. As users navigate, they have the freedom of movement in getting from point a to point b of the site. WIPRAIZE 52
- 53. Creative – Social Media E-Messaging Purpose Keep riders connected to the brand and encourage them to promote Divvy to others with referral and loyalty rewards Members •Referral credit •Auto-renewal credit •Free 24 hour passes •Divvy deals 24 Hour Pass riders •Discount membership offers •BOGO •Divvy Deals Platforms E-mail SMS •#rideblueandbold •#divvydeals Timing July–Septmeber WIPRAIZE 53
- 54. Media Plan
- 55. Media Plan · Budget breakdown per achievable tactic · Bucketed phases per approach · Key timing Engagement Bucket Tactic July August September October Spend 1 8 15 22 29 5 12 19 26 2 9 16 23 30 7 14 21 See Bold-Reach OOH Bold Face Lies Bus Shelters $50,000 Weather Channel App Takeover $25,000 Content Marketing Brand Ambassadors Be Bold-Engagement The Bold List $20,000 Divvy Date Night $27,000 $10,000 Stay Bold-Retention E-Messaging SMS $8,000 Divvy Deals $10,000 Activation Plan WIPRAIZE 55
- 56. See Bold Reach •E-Messaging SMS •Divvy Deals •The Bold List •Divvy Date Night Advertising Strategy • OOH Bold Face Lies Bus Shelters •The Weather Channel App Takeover •Content Marketing Brand Ambassadors Bold Activation Be Bold Engagement Stay Bold Retention Make Bold MovesRAIZE 56
- 57. Make Bold Moves WIP
- 58. Agency Roster Katie Artemas Senior Analyst Starcom Jill Bissell Account Coordinator Laughlin Constable Amie Bredemann Media Coordinator Pinnacle Advertising Scott Cress Graphic Designer Leo Burnett Sarah Epstein Digital Marketplace Supervisor OMD Jordan Hensley Senior Production Coordinator Jack Morton Theresa Loos Media Planner Havas Media Tyler Moore Creative Strategist Digitas Billy Jones Account Executive Energy BBDORAIZE 58
- 59. Thank you!