In my application presentation for Cambell & Mithun's Lucky 13 internship, I explore how sassy old ladies can help market the Hyperloop to new audiences.

1. sweet dreams aboard
HYPERLOOP

2. commuting sucks.

3. commuting sucks.
stop and go...

4. commuting sucks.
stop and go...
dirty subways...

5. commuting sucks.
stop and go...
dirty subways...
busy airports...

6. commuting sucks.
stop and go...
dirty subways...
busy airports...
noise...

7. commuting sucks.
stop and go...
dirty subways...
busy airports...
noise...
lines...

8. commuting sucks.
stop and go...
dirty subways...
busy airports...
noise...
lines...
...is he touching my
butt on purpose?

9. introducing:
HYPERLOOP
the de-stress express!

10. HYPERLOOP IS...
The Future! like sci-fi, but real!
Elon Musk’s thing he’s cool. Gotta love Iron Man!
New & Exciting yay engineering and stuff!
Basically, every Silicon Valley-ite under thirty will
be super pumped to give Hyperloop a go
(so that they can blog about it later, of course)
...But what about everyone else?

11. H Y P E R LO O P I S A L S O . . .
Quick LA. to San Fran in 30 min.
Quiet like an electric car, but really fast! Also, without the
incessant Californian honking war.
Private only six people to a pod, and then there’s
the car pod option...
These features are highly attractive to older groups,
especially ladies!
This campaign’s target audience is potential Hyperloop
riders, specifically females.

12. Meet Dawn.
“I’m trying to commute here!”
Dawn is approaching 60, but she’s young at heart. Dawn knows what she wants. She’s the
long-time personal assistant to a Hollywood producer, so she can hold her own around big
egos. For her job, Dawn spends a lot of time in Los Angeles and San Francisco.
Dawn decided to try out Hyperloop after her car overheated once while waiting in traffic on
I-5. Ever since, she’s been hooked. She uses her half hour commute on the Hyperloop as
much-needed “me-time.”
In a series of brief TV spots, Dawn is shown making the pod-space her own, relaxing and
being a fabulous, hilariously pampered older lady (Lucile Bluth meets Donna Meagle).
1. Dawn reclines in a Hyperloop seat
with cucumbers over her eyes. She’s
wearing a pink fluffy robe. Her ipod is
audibly on, but only a low beat can by
clearly heard.
2. Dawn realizes that someone is staring
at her, jerks up, and catches one fallen
cucumber. Her sassy look says “excuse
me?!” She says “I’m trying to commute
here!” She takes a bite of the cucumber.
3. Chewing, Dawn settles back into her
chair as the pod doors close. Through
windows, we see her speed off, and her
ipod music becomes clear. She’s listening to some bad ass hip-hop.

13. Why Dawn?
Why Dawn?
Hyperloop hype will be big, especially on the internet, where the idea solely lives today. The on line
hype will reach mostly young males. Featuring an older female in a marketing campaign will work to
spread the word to older female audiences, but it will by no means alienate younger groups. Due to
their natural lack of giving a damn, old ladies are the original hipsters. Every 20-something female
cannot wait to become a sassy, eccentric old lady herself.“Love yourself,” “don’t care what the haters
think,” and “age is just a number” have become dominant themes in American culture. 50-something
Dawn embodies these cultural attitudes in a humorous, exaggerated way, much like sassy television
characters Lucille Bluth (Arrested Development) and Donna Meagle (Parks and Recreation), both of
whom are adored and emulated by large young audiences of both genders.
“Treat. Yo. Self.”
-Donna from Parks and Recreation
“I’d rather be dead in California
than alive in Arizona”
-Lucille from Arrested Development

14. “The question, ‘how old are you?’ is never
uttered in this city [...] People who move to
San Francisco seem to have both a Peter Pan
complex and a very adventurous spirit. These
brave young adventurers, regardless of age,
will meet up and participate in all kinds of
activities...
-Lewis Krell, for Huffington Post
“San Francisco: Where Age is Just a Number”

15. Print ads carefully placed near bus stops and on billboards along I-5 are imperative to
any Hyperloop campaign in California.
This fun, easily iterated print ad campaign features a series of not-so-cute photos of
people asleep or deeply relaxing in Hyperloop seats like they’re right at home or perhaps
at a spa. Cute, oversized typography overlays these images with slogans about how nice
it is to chillax during your commute on the Hyperloop. Comedic visual contrast is what
we’re going for here. Riders are encouraged to tweet about how they spent their half
hour. #tubetime
HYPERLOOP
Like a
newborn
in the
backseat.
HYPERLOOP
Powered
by dreams.
And the sun.
(mostly the sun.)
HYPERLOOP
LA is just
a nap away.

16. A few more print ad slogans...
Unwind
at 800 mph
Dreaming of
San Fransisco
electromagnetic me-time
Experts say,
the ideal length
of a power nap is
20 - 30 minutes.
LA. to San Fransisco
on the Hyperloop is a
30 minute ride.
Coincidence?
We think not.
Treat yourself
to some quality
tube time.

17. Basically,
the
H Y P E R LO O P Awesome,
H Y P E R LO O P
easy as pie a piece of cake
and marketing it can and will be
is
like a day at the spa...

18. It’s really easy to build a campaign that relies on
Hyperloop’s
inherent california tech
coolness factor.
But it is important that this campaign not only
displays cool;
it must also
CREATE
COOL.
New cool that appeals and applies to new people.

19. Meet the new cool.

20. k you
T han
and
t in e ’ s
V a le n
Happy
Day!
email fletc153@umn.edu
twitter @shannonjeanne_3
portfolio behance.net/fletc153
tumblr galumphingabout.tumblr.com
About the author: Shannon Fletcher
Shannon just graduated from the
University of Minnesota, where she
studied poetry and philosophy and other
lovely things that have no lucrative ends!
She is a mostly self-taught designer and
one day, she would like to be paid to
think un-thought thoughts and make
pretty stuff. She really likes collaboration
and esspresso. According to a Buzzfeed
quiz, if she were a pop-star, she’d be
Beyoncé. Finding that out was a big
moment for her. She has a pet bunny.