Riding shotgun with the challenger brand
In 2015, Lyft was the challenger brand continuously nipping at Uber’s heels. They needed a boost so we developed a multi-year brand playbook and a couple compelling campaigns to put them in the fast lane.
It’s not everyday you see the most effective ads placed on billboards, but in this case, OOH was the perfect media to garner brand awareness.
CAMPAIGN: Riding is the new driving.
This campaign declared that riding with Lyft would be a much more pleasant experience than sitting in traffic, trying to find parking, dealing with distracted drivers, keeping up with vehicle maintenance—and let’s not forget about avoiding a DUI.
CAMPAIGN: Riding on the bright side.
You pretty much only have two choices when it comes to ridesharing — a good one, and a great one. This simple campaign message highlights how Lyft drivers are the happier choice which will make your day more enjoyable by extension. We all win when we treat each other better.
The Results:
In the end, this work helped increase Lyft ridership and begin to close the gap on Uber.
New Ridership increased by 3%
Ride Frequency increased by 20%
Market Share increased by 75%
