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 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

  1. 1. Forming a creative brief for CitiBike! Project  submission  for     Griffin  Farley  Beau7ful  Minds  Compe77on     @  BBH  New  York   7-­‐14-­‐2013  
  2. 2. Click  here  for  more  info  
  3. 3. The  Task  
  4. 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. 5. Forming  A  Strategy  
  6. 6. We wanted to find
  7. 7. We wanted to find Between….
  8. 8. Product  Truth  
  9. 9. Product  Truth   Consumer  Truth  
  10. 10. Product  Truth   Consumer  Truth   Cultural  Truth  
  11. 11. Product  Truth   Consumer  Truth   Cultural  Truth   SWEET!!  
  12. 12. The  Background  
  13. 13. Commu7ng  In  New  York  
  14. 14. Commu7ng  In  New  York   is  a  daily  grind  of…  
  15. 15. Noise  
  16. 16. Filth  
  17. 17. And  Crowds  
  18. 18. Delays  &  Cancella7ons  runs  up  to  15%  
  19. 19. It’s a Environment
  20. 20. It’s a Environment Leading  to…  
  21. 21. Tension  
  22. 22. Tension   Agita7on  
  23. 23. Tension   Agita7on   &   Stress  
  24. 24. The  Insight  
  25. 25. Commu7ng  in     New  York  City     is  a  stressful   pain  the  ass!  
  26. 26. The  Solu7on  
  27. 27. Provide  New  Yorkers     with  a  clean,  cheap,   stress  free     and  dependable   transport    op7on  
  28. 28. Ci7bike  puts  CONTROL  back  in  consumer  hands  
  29. 29. There  are  no  7metables  
  30. 30. They  Choose  Their  Route   There  are  no  7metables  
  31. 31. It’s  a  24/7  solu7on  
  32. 32. It’s  a  24/7  solu7on   It’s  always  on  
  33. 33. It’s  a  24/7  solu7on   It’s  always  on   And  always  dependable  
  34. 34. Control  that’s  prac7ced   consistently  over  7me     leads  to…  
  35. 35. Mastery  
  36. 36. Therefore  our   campaign  proposi7on   is..  
  37. 37. “Master  Your  Journey     with     Ci7bike”  
  38. 38. THANK  YOU   MICHAEL  BROWNE:   MICHAELTBROWNE@GMAIL.COM   ABOUT.ME/MICHAELTBROWNE  

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