gbfm finalist pitch - team 11
TRANSCRIPT
Join the ride with Team 11
You asked us to go from
daily rides in NYC
Dailyrides
more rides per month
12 months
3.3k
172k
=14.3k
Create a new category of transit between public and private transport.
What are we up against?
uberPOOL still feels hitchhiking-lite…
...it’s a lottery and you never know who you
might end up with.
?
And it can get mad awkward...
THREE BARRIERS
First, is fear of the uncomfortable
THE WALK OF SHAMER
THE SWEATY GUY
Furthermore, it’s not the fastest or cheapest
CHEAP FAST
The “Premium Executive”
Brand
And lastly, uberPOOL lacks a clear identity
The “Utilitarian”
Brand
The “Delivery” Brand
The “Yellow Taxi without the hassle”
Brand
?
uberPOOL isn’t Cool
...we need to first shift perceptions
To drive usage amongst new and
existing users...
Our Ambition
Reframe the unexpected
Those who want to escape from the utilitarian routine of public transport and embrace the unexpected in a fun and entertaining way.
We need to tap into the mindset of people who find comfort outside their comfort zone.
Who better than New Yorkers?
New York is full of people with a feeling for the tangential adventure, the risky adventure, the interlude that’s not likely to end in any double-ring ceremony.
Joan Didion
“With [uberPOOL] you’re going to meet fun and interesting people and if not, you’ll be fine!”
Rachel’s uberPOOL co-rider
But, we need to go deeper than just targeting “New Yorkers.”
Culture Jumpers
They jump into the unexpected.would take a last minute trip73%
They jump into the unexpected.would take a last minute trip73%
They jump into new experiences. Almost 9 in 10 are open to trying new foods
6 in 10 say they eat “almost anything”
They jump into the unexpected.would take a last minute trip.73%
They jump into new experiences. Almost 9 in 10 are open to trying new foods
6 in 10 say they eat “almost anything”
They jump into meeting new people.
Meet Jumper Jack Flash:He takes the subway and relishes the unexpected shout of “Showtime!”
Last night he had dinner at the Mission Chinese pop-up.
And, he had a 10 minute conversation with the table next to him about LCD Soundsystem.
When his friends went to Shakespeare in the Park without him, he had major FOMO.
This weekend, he’s completing a quest to eat at Thrillist’s “Best Taco Shacks.” One is in Rockaway. What better way to get there than uberPOOL?
Our Strategy
Positioning uberPOOL as a fun and unexpected extension of uber cool New Yorkness
So, we will...
....Get Culture Jumpers...
...To jump into an uberPOOL...
...By inspiring them to embrace their innate love for unexpected and unique experiences.
Unexpected=FUN.
SO JUMP IN !
How, when, and where can we reach cultural jumpers and convince them to jump in?
When they’re already in an adventurous fun mindset!
On the lookout for new activities/events Heading home after a long day
Out for a night on the town Having some weekend fun
Convert new people to uberPOOL
Engage loyalists
And give them all reasons to stay
We’ll take advantage of these opportunities where our target is primed for the unexpected to...
And we’ll do it all with a touch of irreverence and NY cool.
How do we bring it to life?
Famous New Yorkers will be jumping in for the ride with UberPool for a week.
After all, you never know who you could meet?
We will ask people to share their experiences with #onlyinuberPOOLny
uberPOOL Roulette
uberPOOL Passenger Etiquette Video - Taking inspiration from other fun and cheeky brands.
uberPOOL Conversation Starter Coasters
With Driver Kits, uber 8 Balls, and Curated City Guides we inject every uberPOOL ride with an extra load of fun.
We want to associate uberPOOL with fun and adventure. So we will be where Culture Jumpers go looking for activity, restaurant, and nightlife inspiration:
Thanks for jumping in with us!