Sabrina FormosoAlex Andujar Megan PerryAnuja Dar

Creative Advertising Pitch for Launch Campaign

What is GoLoco? • EASY:

– Quickly arrange ride sharing between friends, neighbors, and colleagues – Go Loco handles online payments from passengers to drivers for their share

of the trip costs

• FUN: – Create and join communities of like-minded people– Search, post, and join trips

• ECONOMICAL– Share the costs of the trip and SAVE CASH– Reduce CO2 emissions to help SAVE THE ENVIORNMENT

• SAFE: – Create your own trusted riding networks

Audience Profile

• Men and Women18-30

• Experimental and willing to try new things

• City dwellers who are familiar with public transportation

• Like to be social and hang out with new people and travel

• “Early Adopters”: Once you get this audience they will tell the others through testimonials and word of mouth

• Comfortable using web-based tools

• Mid- income, looking for transportation at a lower cost

Competition

Social Networking Sites– MySpace– Friendster– Facebook

Ridesharing– eRideShare.com– The Ride Share Alliance– RideShareOnline.Com

How is GoLoco Different? •Trusted Network

•Detailed Profiles and Images

•Fun

•Interactive

•Hassle-Free

Creative Objectives

• Create awareness among the 18-30 year old demographic.

• Generate curiosity to drive traffic to the website.

• To be able to effectively communicate the convenience, cost-effectiveness and safety of the GoLoco experience.

• To be able to utilize the environment-friendly aspect of GoLoco as a secondary reinforcement to join.

• To integrate the "ridesharing" process into the culture of society.

Creative Strategy

• Reach the young and experimental target audience through their most utilized media - the Internet.

• Create interactive advertisements that will engage the viewers.

• Utilize simple words and concepts to convey the benefits of the GoLoco experience.

• Utilize webisodes and consumer-generated videos as vehicles for testimonials and experience sharing.

• Incorporating an environment-friendly symbol in all communication materials.

Personality & Tone

• Fun and Interactive

• Simple and Easy

• Quirky and Colorful

• Sense of Security

THE CAMPAIGN

“Save, Share, Explore”

The Campaign Components

• Print– Ads in Boston Metro and College Campus papers

• Targets yuppies, commuters, and college students

• On-line– Webisodes– Testimonials– Flash Interactive Game

• Website Enhancement– Website Usability Report– Tutorials– Green-o-Meter

Print Concepts

On-line Concepts

Webisodes: My GoLoco StoryThe funniest thing happened in our GoLoco trip last week..

There we were.. The four of us driving along to a networking meeting in the morning...

Cruising down the carpool

lane…

It was the loudest snore any of us had EVER heard! Like REAL loud.. Mike had fallen asleep right there in the backseat..

Needless to say, that ride provided some good laughs before a long day of meetings….

When all of the sudden.. We hear a loud noise coming from the backseat…

And we were nice enough to wake him up when we got there!!

Peter decides to go solo from Boston to DC

It’s a long and lonely 10 hour drive

He had to navigate and drive at the same time

Putting gas every now and then cost him a lot of money

And they manage to save a lot of money too

They have fun and talk about all sorts of things during the 10 hour drive

But she finds other people who also plan to go

Allison also heads to DC

My brother and I go to DC but I challenge him to GoLoco instead of going solo…

Webisodes: My own GoLoco challenge

Interactive Testimonial Section

• Link on GoLoco website where you can post your pictures of trips and stories of funny things that happened along the way.

– The People I Met– The Things I Saw– The Places I Went

The People I Met….

The Things I Saw…

The Places I Went!!

Real Stories.. Real People

• I live in Somerville and work in Boston, and I could not find someone to ride to work with for months. Then I registered for GoLoco, and the next day I got a message from someone who works in the same building as me downtown. The funny thing is, he said he lived in Somerville and worked in Boston too, so we talked further until I found out he was my next door neighbor!!!

Flash Interactive Game

Flash Interactive Game

Flash Interactive Game

Web Enhancements

Website Usability Report

• Use of Flash• Search Listings

• Multimedia and Long Videos• Cross-Platform Incompatibility

• Registration

On-line Tutorial

Look how much money you will

save!

Look who else is riding with

you!

Green-O-Meter

Additional Recommendations

• Partnerships with Evite.com and other event registration websites

• GoLoco Hot Button on Retailer Websites – (ex. IKEA, BJs, Costco etc)

• Street Team Promotions

• Campus Ambassador Program– Seasonal Promotions (Spring Break, Thanksgiving Break)– Promotional branded items

Thank You!