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LYFT

Product Awareness Campaign & Cultural Impact Strategy

THE NAVIGATORS

This audience is looking to follow the road less traveled. They are willing to take risks. They see change as an opportunity to go in a new direction. They jump at the chance to try new and innovative services that can help them simplify and navigate their lives.

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What makes someone an adult anyway?

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Today, young people are adulting in their own way. Everyone thinks something a little different, which is why we chose to focus on...

THE PROBLEM

Lyft customers only know the company as a ride-share service.

THE SITUATION

Lyft wants to transform into a full transportation network.

THE REALIZATION

There is an opportunity to be more to young people transitioning into adulthood.

THE FINDING

Young people have trusted Lyft to get them to their destination safely.

+ Live Client

INTRODUCING LYFT'S MULTIMODAL TRANSPORTATION NETWORK TO NEW ADULTS.
THE OPPORTUNITY

Navigators have taken on the role of early adopters and innovators. Once they have adopted a new service they are likely to recommend it and are trusted within their circles.

THE STRATEGY

"Your Guide to Going."


Navigators deserve an opportunity to go down a new path because...


Navigating adulthood is tough. Navigating the world shouldn't be.

THE SOLUTION

A campaign that entertains and informs Lyft customers of their new services.

ADULTING ISN'T EASY
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45% of Americans who use ride-share are people between the ages of 18-29.

 
THE IDEA
"ALL YOU NEED IS A LYFT"
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OOH

Here's how we'll get the word out.


We'll start our campaign with relatable OOH placements.

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LYFT OFF PROGRAM

We recognize that today's Navigators are breaking down barriers. Some of those barriers happen to be in higher education.


Lyft Off will act as an arm of the pre-existing LyftUp donation program. Through this initiative, we will be offering first-generation college graduates free GrubHub meals, rides to job interviews, and moving assistance when it's time to relocate.

LYFT PINK PARTY

Next, we'll celebrate our new services in our home San Francisco with the Lyft Pink Party!

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All Lyft users in the area are invited via notification from our app.


The Lyft app will guide users through a scavenger hunt.

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The scavenger hunt will end at the Lyft Pink Party location where they will utilize a QR code to gain entry.

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Next users will enjoy a carnival experience that is based in the essence of our new products!

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STRATEGY: Trés Jones (self)

CREATIVE BRAND MANAGEMENT: Sophie Durand

ART DIRECTION: Kendall Boron

COPYWRITING: Kayla Hall

EXPERIENCE DESIGN: Matt Allison