J. Haas, A. Overstreet, R. Reinsberg, O. Sullivan, L.

Vangeison

Content:

Insight
Challenge
Target Market
Archetypal profile
Opportunity
Strategy
The big idea
Creative executions

Insight:

Uber being the predominant ride-sharing service on the east

coast, has seized a large portion of the regional ridesharing
market with little other competition.

Challenge:

Increase awareness of our ridesharing services in

new/potential markets on the East Coast

Calling all Lunartics:

Men/Women ages 18-35

Single/newly married
Lower to upper middle class urbanites
o

weekend recreationalists who enjoy going to:

bars

sporting events

concerts

plays and movies

among others

Archetypal Profile:

The Jester/The Explorer

Lyft is your friend that won't let you down. A trip with us
is more than a ride, its a genuine experience.
o
o
o

Friendly, outgoing, positive

Economical, environmental
Safe

Opportunity:

Advertise and market services for our brand to gain

traction on the east coast
To reshape the publics view of ridesharing services
as a more amiable social experience
To get customers to believe in what we do

Mass advertising can help build brands, but authenticity is what makes them last. If people believe
they share values with a company, they will stay loyal to the brand.
-Howard Shultz, Starbucks CEO

Sharing is...

word of mouth

bonding

caring

communication

enjoyment

connection

engagement

friendship

interaction

entertainment
trust
group
experience

action

storytelling

Strategic Direction:

Share your night.

Do you even Lyft?

Rideshare goes social.

Share your experience.

The Mustache is back.

Snapchat story

Reminders in new places.

Stickers and signs everywhere.

No one ever said peeing was easy.

No phone. Need a Lyft ?