G R I F F I N FA R L E Y B E A U T I F U L M I N D S 2 0 1 6

S Q U A D T R O I S

Increase daily trips in NYC by 1.61%

in the next 12 months.

T H E C H A L L E N G E

TARGET MARKET

5,650,610 Daily Subway Riders in NYC

T H E M A R K E T

Young professionals who value human

experiences and cost-effective services.

1,899,894 - 20-34 year olds in NYC

O U R A U D I E N C E

Commuting is a battle everyone has no

choice but to endure everyday.

O U R A U D I E N C E

What the commuters are saying

SOCIAL LISTENING

(No Service)

“60% of subways are underground” - MTA

“Commuting has significant

psychological and social cost...

Commuters can experience boredom,

social isolation, and anger and frustration

from problems like traffic or delays.” -

Psychology Today

PIERCING INSIGHT

New York is a city built on connections.

But when we commute, we actively choose to sever that connection.

Avoid awkward eye contact at all costs.

POSITIONING PLATFORM

UberPOOL helps New Yorkers reconnect on three levels

With your neighbors

With your neighbors

With your cityscape

With the internet

V E H I C L E F O R C O N N E C T I O N

Global Othering

Tech Dependence

Economic Pressures

uberPOOL

COMMUNICATIONS STRATEGY

COMMUNICATIONS STRATEGY

Leverage paid and owned channels to reinforce our campaign ethos throughout our target audience’s personal and professional network, and when they’re most susceptible.

TACTICS

Propagation & Word of Mouth Influencer

Experiential OOH Social

SAMPLE ACTIVATIONS

Party

Experiential

Experiential

Bring like-minded people together at an ultimate connection

event by hosting uberPOOL parties.

Potential Partner: LinkedIn

Ride of a Lifetime

Influencer

Influencer

Give uberPOOL riders the opportunity to win a

ride of a lifetime.

FashionWeek AdWeek

Electric Zoo Festival

Lost Connections

OOH

OOH

New Yorkers want to be digitally connected at all

times.

OOH campaign in subway cars illustrating this missed opportunity.

#humansof

Social

VEHICLE FOR CONNECTIONCampaignPlatform

Influencer

OOH

Behind the Scenes photos from the campaign, and screen grabs from the final films to roll out on social media and be leveraged for marketing the film challenge.

Social Amplification

Ride of a Lifetime

Facebook, Instagram, Twitter leveraged to drive traffic to a microsite

Lost Connections

uberPOOL Party SeriesExperiential

THANK YOU!