CITIBIKEGRIFFIN FARLEY’S BEAUTIFUL MINDS

ALWAYNE RITCHIE | ALI VIVINETTO | STEVE BAYLEY | LONG NGO | KYLE STEINER

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.

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.

TARGET AUDIENCEPeople that live and/or work in New York City at the mercy of public transportation and pricey cab rides.

UNLOCKING THE INSIGHTNew York’s transportation options are not good enough

for New Yorkers.

STRATEGIC SOLUTIONNew Yorkers don’t take shit; convince them they don’t have to when it comes to their transportation choices.

BENEFITS FOR “REAL NEW YORKERS”

cost comfort control

BENEFITS FOR “REAL NEW YORKERS”

cost

BENEFITS FOR “REAL NEW YORKERS”

comfort

BENEFITS FOR “REAL NEW YORKERS”

control

CONNECTION POINTSWe want to reach our audience by disrupting their routine

commute, forcing them to question the status quo.

DISRUPTING THE ROUTINEGUERRILLA

SUBWAY CAR TAKEOVER

comfort

control

DISRUPTING THE ROUTINEGUERRILLA

CITI BIKEGANG

cost

control

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

DISRUPTING THE ROUTINESOCIAL

#DONTTAKETHATSHIT

#DONTTAKETHATSHITTHANK YOU