A showcase of strategies.
CitiBike
Facts
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12,450 BIKE CRASHES IN 2020.
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CITI BIKE’S SAFETY EFFORTS:
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In 2023, Citi Bike launched free bike lessons to promote safety.
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Citi Bike ensured 99.61% of station repairs and adjustments were made within 12 hours. (AR, 2024).
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Citi Bike ensured 99.61% of stations were reactivated within 24 hours. (AR, 2024).
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100 MILLION+ TOTAL CITI BIKE TRIPS.
Target Audience
Outgoing+ Tech-savvy+ Reliable+ Environmentally- conscious+ Active and Extra- cautious
PAID + EARNED MEDIA
#OurMapIsBetterThanYours
Jamie's story
--> When New Yorkers feel confident in their journey they become unstoppable. (Human- truth)
Big Idea
Let’s put a playful spin on the iconic lyric
from ‘Milkshake’:
"My map is BLANK than yours" to creatively highlight Citi Bike’s safety features
...from Milkshakes to Dirty Martinis + more
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Out Of Home
STATIC BILLBOARD #1
STATIC BILLBOARD #2
INTERACTIVE
CITI BIKE LAUNCHES LED ‘MILKSHAKE’ MARTINI LIGHTS FOR RESTAURANT WEEK
OUR SOLUTION #1
CONSTANT NOTIFICATIONS
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Social connections on the app
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Safety alerts
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Updates indicating smoother, safer, less congested routes
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OUR SOLUTION #2
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QR codes linking to #OurMapisUnited story
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Discounted rides for new sign-ups
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SHARE YOUR CONNECTION MOMENT
UN GLOBAL GOODWILL AMBASSADOR PRIYANKA CHOPRA JONAS.
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DYNAMIC LED DISPLAYS SHOW VISUAL STORYTELLING IN BUSY CITY AREAS + ON YELLOW CABS.
Ridership & Acquisition Metrics
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New Member Sign-Ups: Since the core challenge identified is "Safety concerns prevent new members from signing up," a spike in new memberships is the ultimate measure of success.
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Surge in Ride Volume During UNGA: Measuring the increase in Citi Bike trips during the UN General Assembly week, specifically correlating it to the strategy of jacking up Lyft prices to encourage biking.