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Index
Background of the Company .3
Target Market3
Positioning Statement3
Campaign Background..3-4
Campaign Gantt Calendar.4-5
Billboard Ad.6
Print Ad.7
Radio Ad..8
Social Media9-10
Facebook..9
Instagram.10
Event..11
Conclusion11
Resources12
Pictures...13-18
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This campaign is going to go from October 4, 2016- January 4, 2017 as a seasonal promotion.
Its going to go through the holidays to get that extra jump of consumer attention and goal
increase. This campaign is going to run as a national campaign all over America, but with events
primarily hosted in the top five cities that use Lyft the most.
Lyft has many competitors, and there is a decline in customers and drivers compared to their
competitors, such as Uber. Therefore, we are creating a new campaign. With this campaign we
want to increase Lyft overall by building a 40% increase of consumers who use ride-sharing
services. The campaign has four main goals
Volume increase of customers by 10%
Increase download of apps by 10%
Increase of drivers by 10%
Social media increase of followers and likes by 10%
With this idea, we want to create a positive uplifting quirky campaign ad that makes the
audiences remember the brand as a whole. Our campaign has a billboard ad, print ad, radio ad, a
social media platform to promote the campaign, an event, and a media advisory to reach to press
for this specific event. This campaign is consistent with the Lyft brand by bringing in the pink
mustache and promoting it throughout the campaign. Within the campaign, there are the same
colors and fonts representing the brand. The campaign has a slogan that is repeated within the
campaign which is the #PinkMustache, #YellowMustache, and #GetALyft.
We also want to promote in this campaign how Lyft puts its loyalty to customers and
drivers needs first compared to other brands, by letting customers put reviews and tips regarding
drivers within the app. With this campaign we went to promote Lyft as a safer ride-sharing
service because of the idea that drivers have the pink mustache on their cars so riders know that
their drivers are associated with the Lyft company. With this campaign we also want to hold a
yellow mustache scavenger hunt which lets the customers and drivers be involved in the brand as
a whole, promoted by social media and the radio ad.
The yellow mustache scavenger hunt is a game, starting in the second month of the three
month ad campaign. There will be a diver who will have yellow mustache sent to him by the Lyft
company. If a recent Lyft customer sees this yellow mustache driving in the street, he/she will
snap a picture and post it on social media with the main three hashtags: #YellowMustache,
#PinkMustache, and #GetALyft. He/she will be be able to win a month of free rides.This
promotion will take place in the five cities where Lyft has the most drivers and consumers.
There will also be an event happening in the month of December taking place in the five cities
where Lyft has the most drivers and consumers. This event takes place every Friday, in
cooperation with the nonprofit, Cradles and Crayons.
You can see here in the Gantt calendar, when each platform is going to go out and for how long.
This campaign is all consistent with itself by trying to reach the four main goals listed above.
Billboard Ad:
This will run from October 4, 2016, and will stay on until January 4, 2017.
The Billboard Ad will be on major highways in that specific metropolitan area. For example, if
this billboard was placed in Boston, it would be placed on I-90, which is the highway to get into
Boston. This billboard would also be in the cities in between buildings. For example, in Times
Square, in New York City. These Billboard ads can also be placed in subways.
Print Ad:
This print out will be run from October 4, 2016 until January 4, 2017. Having a broad range of
magazines for different kinds of female and male target audience ages 18-45 allows us to target
them through different magazine platforms. This print ad will run in People Magazine, Star, US
weekly, GQ, Cosmopolitan, Self, Lucky, Sports Illustrated, Times, National Geographic, and U.S
Travel.
Instagram:
For five of the major cities there will be an Instagram post just like this above promoting the
scavenger hunt (above is an example with Boston). It features a map of the city, showing people
that somewhere there is the yellow mustache car. (The yellow mustache car will not be exactly
where it states on the map. It's just pictured for promotional reasons.)
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Event
Within this campaign, there is going to be a holiday event that will be hosted in the month of
December. This event will be promoted via social media from November 1-30th while also
promoting the yellow mustache scavenger hunt. This event will be promoted via media
advisories which will be sent out November 1st-10th to the press that might want to cover it.
This holiday event is going to be hosted in the top five cities that have the most Lyft drivers
and consumers, on each Friday of December (December 2nd-9-16-23-30th). At this event there
will be a pink truck that will have photo booths inside where you are able to take silly pictures
with the pink and yellow mustaches and other fun wearables for the holidays. The funniest and
wackiest picture at the end of the day will be able to win $20 to Lyft. At this event there will be
sweets that will be holiday themed, but all colored pink to represent the brand colors and image
of Lyft.
This event also is going to work with a non-profit, Cradles to Crayons, Cradles and Crayons
is going to send out a PSA in the month of December to promote for this event. For you to come
to this fun event, you need to donate something on the specific list from Cradles to Crayons that
will be sent out via social media to help children during the holidays. In addition to all of the
giving and joy, consumers that want a job as a driver can be interviewed at these events. This
event promotes Lyft by giving them a positive image, but also increasing awareness for
consumers and drivers on a nationally level.
(Media Advisory on page 18)
Conclusion
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3.
4.
With this campaign ranging from October 4, 2016-January 4, 2017 we hope to increase Lyfts
consumer base by 40% of people who use ride-sharing services and increase awareness overall.
This campaign has four main goals:
Volume increase of customers by 10%
Increase download of apps by 10%
Increase of drivers by 10%
Social media increase of followers and likes by 10%
By staying consistent using the brand image and colors, of Lyft within our campaign and being
true to the brand as a whole, this campaign can capture consumers and inspire drivers to sign up
with Lyft.
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Resources
'A ride whenever you need one' (n.d.). Retrieved October 30, 2015, from https://www.lyft.com/
Carlson, N. (2013, May 23). Lyft, A Year-Old Startup That Helps Strangers Share Car Rides, Just Raised
$60 Million From Andreessen Horowitz And Others. Retrieved October 30, 2015, from
http://www.businessinsider.com/lyft-a-startup-that-helps-strangers-share-car-rides-just-raised-60-millionfrom-andreessen-horowitz-2013-5
Corporate Gang War: Uber v. Lyft. (n.d.). Retrieved October 30, 2015, from
http://www.targetmarketingmag.com/article/corporate-gang-war-uber-v-lyft/2/
Correspondent, N. (2013, September 13). Uber Lyft: Car services target universities. Retrieved October
30, 2015, from http://www.usatoday.com/story/news/nation/2013/09/11/lyft-uber-for-universitystudents/2800477/
Griswold, A. (n.d.). How Uber and Lyft Stack Up in the United States. Retrieved October 30, 2015, from
http://www.slate.com/blogs/moneybox/2014/09/11/uber_vs_lyft_futureadvisor_study_compares_revenue
_users_growth_at_the_companies.html
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Radio Script
[SFX: Train stop sound]
[SFX: Dont Stop Beilievin by Red Dallas String Quartet starts to fade in slowly]
Female #1: I am here, I am here, there was a delay with the train this morning.
Female #2:
Why don't you use Lyft
Female #1: What is Ly-ft?
Female #2: It's an affordable, peer-to-peer ride sharing app that is easy to use without the high prices of
taxis, Just download and ride.
Female 1#: Wow! It is super easy to use, you just request a ride, get picked up, and get there faster than
before.
[SFX: Dont Stop Beilievin by Red Dallas String Quartet starting to fade out slowly]
[SFX: Moby Dick by Led Zeppein fades in when the Announcer is speaking]
Announcer: Lyft is coming near you, just look for a pink mustache on any car. Find the yellow mustache
and post it on social media with the #YellowMustache, #PinkMustache, and #GetALyft and you may be
able to win a months worth of free rides, good luck.
[SFX: Moby Dick by Led Zeppein fades out]
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