4a's advanced advertising studies_ divvy bikes
DESCRIPTION
While partaking in an advanced advertising studies course sponsored by University of Northwestern's Medill School of Communication me and my team were challenged with helping develop the DIVVY brand.TRANSCRIPT
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TEAR DOWN CONVENTION
BUILD BRANDS
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RAZE
RAISE
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RAIZE
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WIP
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� Transit
IntroductionRAIZE 5
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StrategyStrategy
80% of Chicagoans have heard of Divvy but have never tried it*Team Raize Survey, March 2014
RAIZE 6
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Divvy's Problem:People don’t know how Divvy fits into their life
StrategyRAIZE 7
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Problem A Opportunity
StrategyRAIZE 8
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!StrategyRAIZE 9
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Early Adopters
StrategyRAIZE 10
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Strategy
GrowthOpportunity
Innovators2.5%
Early Adopters13.5%
Early Majority34%
Late Majority34%
"Laggards" 16%
RAIZE 11
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Strategy
Objective:Double membershipby increasing trial
RAIZE 12
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A
20,000 40,000
RAIZE 13
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Strategy
Defining the Audience
Talking Survey Twitter Yelp Data
RAIZE 14
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Strategy
Adventure Seeker Non-Conformist Physically Active Socially Active
RAIZE 15
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RAIZE 16
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Strategy
Urban Mavericks
RAIZE 17
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Urban Mavericks feel inhibited by their travel options
StrategyRAIZE 18
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Strategy
Top two things they would change about transit:
Travel-time Reliability12
*Team Raize Survey, March 2014
RAIZE 19
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Technology is making Urban Mavericks stationary
StrategyRAIZE 20
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56% of millennials feel trapped by technology**JWIntelligence 2013
StrategyRAIZE 21
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They want to feel connected to their neighborhood
StrategyRAIZE 22
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Rising trend amongst millenialsmaking local discoveries**American Public Transit 2013
StrategyRAIZE 23
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They want to chart their own course, wherever that leads them.
StrategyRAIZE 24
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58% of millennials cited freedom to roam as a key component of success.
Time.com State of the american family 2014
StrategyRAIZE 25
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Insight:Urban Mavericks need the freedom of movement
StrategyRAIZE 26
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RAIZE 27
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Category
Strategy
Train Bus Taxi Car Rideshare
RAIZE 28
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Passive transit system confines riders to predetermined route and schedule
StrategyRAIZE 29
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StrategyRAIZE 30
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StrategyStrategyRAIZE 31
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StrategyRAIZE 32
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RAIZE 33
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StrategyRAIZE 34
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Strategy
• Wide attractions become reachable
• Gives riders absolute control over their route and schedule
StrategyRAIZE 35
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Strategy Mobility in the cityRAIZE 36
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Make Bold Moves
StrategyRAIZE 37
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Many find comfort in conformity. A sense of ease in routine. But for us, there’s nothing scarier than the status quo. We are unique, not because its hip or trendy, but because it's our truth as individuals That’s why we move how we want to move. On our own time, by our own rules. We take life by the handlebars because we thrive on the road less travelled. It’s what makes all the difference.
StrategyRAIZE 38
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Be Bold Stay Bold
See Bold
Advertising Strategy
Bold Activation
Make Bold Moves
RAIZE 39
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See Bold
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See Bold
Bold Face Lies OOH Campaign
NOTHING KICK STARTS MY DAY LIKE MORNING TRAFFIC.
BUY A MEMBERSHIP AT DIVVYBIKES.COM
RAIZE 41
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Bold Face Lies OOH Campaign
BUY A MEMBERSHIP AT DIVVYBIKES.COM
I,VE NEVER BEEN HAPPIER WITH MY LUNCH OPTIONS.
See BoldRAIZE 42
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See Bold
The Weather Channel App Takeover
• Weather-triggered • Geo-locator to take to
Divvy map on mobile site • #rideblueandbold
Remember Chiberia…yeah…so do we.
Here's a free 24 hour pass code.
#ridebluenandbold
Divvy station locater button
WIP
RAIZE 43
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Proud Supporters of Chicago's Bold Divvy will partner with local, up and coming musicians, comedians, chefs and artists to create long-form content celebrating “Chicago’s Bold”.
See Bold
Would be nice to have a some type of logo lock up with this. Using the tagline rideblueandbold. This content would live on the Divvy website so maybe we need an Instagram feed image of the celebrity we chose and then a moc-up of the website area where this content would live. I will reach out to Billy to get a few names of people we could use.
WIP
RAIZE 44
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Be Bold
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The Bold List
A 30 day challenge. Each day Divvy will highlight a new challenge which encourages riders to make a bold move that incorporates a the use of a Divvy.
Be Bold
WIP
RAIZE 46
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Divvy Date Night
Be BoldRAIZE 47
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Divvy Date Night
Divvy Date Night encourages two riders to experience DIVVY by riding to their date spot on the special DIVVY tandem bike.
Be BoldRAIZE 48
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Stay Bold
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Stay Bold
#DIVVYDeals¡Hola! Little did you know you are 1 block away from the top-rated tacos in Chicago. Show your DIVVY fob at L’Patron in the next hour to get buy 1 get 1 tacos. We recommend the Al Pastor, Pork and Pineapple, mmm bold combo.
Divvy Deals
Divvy bikes are a rider’s best tool to access some of Chicago’s hidden gems. Using an outreach program, let’s build a network of these small Chicago businesses that may be hard to access via traditional transit.
With access to riders mobile phones, we will be able to ping them based upon where they are taking or docking bikes. Riders will be sent exclusive, time-sensitive deals to businesses within our network.
WIP
RAIZE 50
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Divvy App
Take Divvy with you, everywhere you go. This app gives riders the ability and incentive to move freely about the city. Sync your fob to the app and make a bold move.
Features• Location/status of nearest station• Real-time audio updates
(time-limit, nearest dock)• Navigation to point B• #DIVVYDeals updates
Stay Bold
MAP
1) Pin Icon2) Compass icon3) $
WIP
RAIZE 51
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Stay Bold
Website
By employing an infinite scrolling structure, the Divvy website can be used as a story telling device. As users navigate, they have the freedom of movement in getting from point a to point b of the site.
WIP
RAIZE 52
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Creative – Social Media
E-MessagingPurposeKeep riders connected to the brand and encourage them to promote Divvy to others with referral and loyalty rewards
Members •Referral credit •Auto-renewal credit •Free 24 hour passes •Divvy deals24 Hour Pass riders •Discount membership offers •BOGO •Divvy Deals
PlatformsE-mail & SMS •#rideblueandbold •#divvydeals
TimingJuly–Septmeber
WIP
RAIZE 53
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Media Plan
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Media Plan
· Budget breakdown per achievable tactic
· Bucketed phases per approach
· Key timing
Engagement Bucket Tactic July August Septem-ber
October Spend
1 8 15 22 29 5 12 19 26 2 9 16 23 30 7 14 21See Bold-Reach OOH Bold Face
Lies Bus Shelters$50,000
Weather Channel App Takeover
$25,000
Content Marketing & Brand Ambassa-dors
Be Bold-Engagement The Bold List
$20,000
Divvy Date Night
$27,000
$10,000
Stay Bold-Retention E-Messaging & SMS
$8,000
Divvy Deals $10,000
Activation Plan
WIP
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See BoldReach
•E-Messaging & SMS•Divvy Deals
•The Bold List•Divvy Date Night
Advertising Strategy
• OOH Bold Face Lies Bus Shelters
•The Weather Channel App Takeover•Content Marketing & Brand Ambassadors
Bold Activation
Be BoldEngagement
Stay BoldRetention
Make Bold Moves
RAIZE 56
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Make Bold Moves
WIP
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Agency Roster
Katie ArtemasSenior AnalystStarcom
Jill BissellAccount CoordinatorLaughlin Constable
Amie BredemannMedia CoordinatorPinnacle Advertising
Scott CressGraphic DesignerLeo Burnett
Sarah EpsteinDigital Marketplace SupervisorOMD
Jordan HensleySenior Production CoordinatorJack Morton
Theresa LoosMedia PlannerHavas Media
Tyler MooreCreative StrategistDigitas
Billy JonesAccount ExecutiveEnergy BBDO
RAIZE 58
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Thank you!