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/

1. Forming a creative brief for CitiBike!
Project
submission
for
Griffin
Farley
Beau7ful
Minds
Compe77on
@
BBH
New
York
7-­‐14-­‐2013

2. Click
here
for
more
info

3. The
Task

4. 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.

5. Forming
A
Strategy

6. We wanted to find

7. We wanted to find
Between….

9. Product
Truth

10. Product
Truth
Consumer
Truth

11. Product
Truth
Consumer
Truth
Cultural
Truth

12. Product
Truth
Consumer
Truth
Cultural
Truth
SWEET!!

13. The
Background

14. Commu7ng
In
New
York

15. Commu7ng
In
New
York
is
a
daily
grind
of…

16. Noise

17. Filth

18. And
Crowds

19. Delays
&
Cancella7ons
runs
up
to
15%

21. It’s a
Environment

22. It’s a
Environment
Leading
to…

23. Tension

24. Tension
Agita7on

25. Tension
Agita7on
&
Stress

26. The
Insight

27. Commu7ng
in
New
York
City
is
a
stressful
pain
the
ass!

28. The
Solu7on

29. Provide
New
Yorkers
with
a
clean,
cheap,
stress
free
and
dependable
transport
op7on

31. Ci7bike
puts
CONTROL
back
in
consumer
hands

32. There
are
no
7metables

33. They
Choose
Their
Route
There
are
no
7metables

35. It’s
a
24/7
solu7on

36. It’s
a
24/7
solu7on
It’s
always
on

37. It’s
a
24/7
solu7on
It’s
always
on
And
always
dependable

38. Control
that’s
prac7ced
consistently
over
7me
leads
to…

39. Mastery

40. Therefore
our
campaign
proposi7on
is..

41. “Master
Your
Journey
with
Ci7bike”

42. THANK
YOU
MICHAEL
BROWNE:
MICHAELTBROWNE@GMAIL.COM
ABOUT.ME/MICHAELTBROWNE