R/GA 360 CAMPAIGN.
THE PROJECT: Execute a 360 campaign of a brand or idea.
My Choice: TRANSIT BICYCLE SHARING PROGRAM
-Brief
-Branding
-Print Ad
-Website
-iPhone App
INSPIRATION:
I am an avid cyclist and commuter. Day in and day out I use the bicycle as my primary means of transportation. I wish more people would think twice about riding a bicycle rather than taking the train or cab.
INTRODUCTION:
For my 360 Campaign, I would like to introduce a comprehensive bicycle sharing program introduced by Cannondale to satisfy the demand for less congestion in large metropolitan areas. Commuter congestion costs New York City an estimated $13 billion annually based on factors such as lost time, lost business revenue, and operating costs. During the 1990s, the New York region experienced seven hours of heavy traffic congestion during the rush hours. It is estimated that by 2030 this number will increase to twelve hours. By removing gridlock from the streets, you decrease the amount of cars on the road, as well as the span of time they are occupying busy streets.
THE PROGRAM:
Social networking and sustainability will be the keystone to NYC’s bicycle sharing program. Utilizing a vast array of technologies people, communities, and goverments will be able to track sophisticated sets of data that have an inherent value in assisting ones fellow man and community.
BUSINESS GOALS:
By relieving NYC’s issue with congestion, everyone will benefit. Individuals, communities, and governments will save money while opening up new opportunities for new industries and markets.
TARGET AUDIENCE:
I would like the program to target commuters, new riders, tourists, and or just a passerbys.
KEY INSIGHT:
People living in large cities suffer from an epidemic of congestion.
