Strategy: Reposition Citi Bike from a mechanism to get from A to B to a pleasurable lifestyle solution

1. HELLO.

2. We want what we want, when we want it, how we want it.
We’reNewYorkers!

3. BUSINESSGOAL
100K annual sign ups by May 2014

4. TARGET
New Yorkers
21-34 years old
Male & Female
Annual HHI: $35-80k
College Education

5. PSYCHOGRAPHICS
They yearn to have control, independence
Aspirational, starting their careers
They’re risk takers, adventurous
Budget conscious, but spend on experiences

6. BARRIER
New Yorkers perception of Citi Bike has prevented them from participating

7. THESTRATEGICIDEA
Encourage New Yorkers to embrace Citi Bikes as a lifestyle choice
COMMUNICATIONOBJECTIVE
Change the target’s perception of Citi Bike from a transportation mechanism
into an opportunity to maximize pleasure with minimal commitment

8. THEMAGIC
#BikesWithBenefits

10. REASONSTOBELIEVE
Affordable
Flexible
Convenient
Healthy
Rediscover New York

11. #BikesWithBenefits

12. CONNECTIONMOMENTS
During the Day
During Commute
During the Year
Summer & Fall 2013

13. 360IDEAACTIVATION
Share the experience
#BikesWithBenefits
Media: OOH and Mobile
Experiential/Events
Digital
Social
WOM

14. MediaOOHandMobile
Subway/Bus advertisement
HopStop, Yelp, Pandora

16. Experiential/Events
Dock to dock speed dating
Partnership with How About We
Webisode/TV Partnerships

17. Digital
Cameras on Citi Bikes
Bloggers show where they go
Streaming online, website

18. Social
How many Citi Bikes have you riden?
Crosstown competition, create your own group to challenge others
Join the conversation with #BikesWithBenefits

19. WOM
Activate current audience of 50k annual users
Buddy Pass Incentive Program
Drive conversion

20. Social
Neighborhood
Competition
Experiential/Events
Dock to Dock Dating
Digital
Streaming Video
Media:OOHandMobile
Playful Ad Campaign
WOM
Buddy Pass
Share The Experience

21. THANK YOU.
#BikesWithBenefits