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LAUNCHING LYFT
How David took on Goliath and came out on-top.
Challenge:
While Lyft was first to market, Uber quickly scaled and became the dominate rideshare app. While both companies were at parity with each other and shared the same drivers - we needed to find away to prove we we’re the better way to rideshare.
Solution:
Develop a strategic go-to-market strategy that sequentially launched three key campaigns.
Phase One: Borrow relevance by highlighting how we are friends of transit.
Phase Two: Make a bold statement by highlighting the pain points of driving and re-inventing car culture.
Phase Three: Force a choice by highlighting the key benefits and advantages of Lyft.
Results:
Not only did we drive 3X new riders and 50% increase in unaided brand awareness we also got loyal Uber riders to delete the app all together. This multiyear playbook put Lyft in the right place to have a successful IPO.
Riding is the New Driving
Our goal was to take aim at driving itself. Highlighting the pain points of driving in the modern age. The campaign successfully increased consideration and created a greater propensity to download and use the Lyft app. It also created a viral cultural conversation around the pain points of driving and the virtues of ridesharing.
Value claims like you’ve never seen before.
Leveraging key points of difference between us and Uber we generated a campaign highlighting Lyft’s benefits in a way only a challenger brand could - by personifying the competition.
We built our scenes around tipping, safety, pickup times, our five-star rating system, and let our actors loose to improvise. The result? Pure magic.