Television Commercial Rationale and Script
SituatioN: Lyft, a two-year-old peer-to-peer ridesharing company, is taking a brave leap into the country’s biggest cities’ transportation and ridesharing markets. Already it has made great efforts to stand out among the competition with one of the most user-friendly and efficient passenger to driver dispatch communication systems yet as well as cheaper rates and an outstanding safety plan that insures each driver with $1 million, allowing the company to avoid scrutiny from local governments. The simple process of downloading the app, entering personal information through Facebook, and requesting a driver with one tap of the finger is part of what makes the Lyft experience so pleasurable, easy, and safe for customers. This practice encourages an easygoing social experience for both the driver and passenger, as many rides are initiated with a casual fist bump. Lyft forms a sense of community and togetherness through the simple casual process, and also with its promotions. Any Lyft user can invite friends to use the app, giving the user and the newcomer $25 in credit, forming a “pass it on” mentality while urging people to try the service for free. These fun social aspects are what makes people want to use Lyft rather than hail a taxi. In a concrete sea of yellow cabs, black sedans, and every car in between, Lyft’s pink mustache clad vehicles bring fun and goofiness into the otherwise bleak and boring transportation market, which draws young customers to the experience. However fun, affordable, and simple the experience is, the company has had many legal qualms previously in California, and currently in Seattle and Chicago due to lack of regulation (relative to the taxi companies) and unclear information distribution, like fares and fees. So far, the company has jumped through every loophole and continues to remain legal in these cities, yet strongly resented by the competition. As tough of an obstacle this may be, it gives Lyft a powerful opportunity to proudly encourage competition while raising their brand awareness, allowing them to make money to enhance the technology that gives them a boost above the competition already.
AudiencE: Currently, 31.4% of all travel mobile application users are between the ages of 25 and 34 with ages 35-44 making up another 23.8%. While it is beneficial to target the young to middle aged working population, we think that we can involve another market. Since Lyft is more affordable than other ride services we believe that targeting consumers as young as 18 would be greatly beneficial. This group is in college in the urban areas of the country where Lyft is available (Chicago, L.A., Seattle, Atlanta, Boston, San Francisco, Dallas, etc.), mainly using public transportation (subway and busses) as their main method of getting around. These consumers are greatly active on social media, and it is very easy for them to get in touch with others. They are busy during the week with school and work (including part time or internships) and like to travel outside of their normal boundaries on the weekends. A typical customer would spend a Saturday evening visiting bars or clubs in hip neighborhoods that may be farther away from their residence than the places they frequent during the week. They are likely to document the events of the night on Facebook or Twitter. These consumers like to meet new people and spend most of their time with their friends, classmates, or colleagues. They value fast and easy and like to be informed of the latest gossip and news. We think that this consumer would be most drawn to Lyft and would benefit the most from the service.
ObjectivE: The main objective of our advertising will be to inform customers of Lyft and the type of service it provides to solidify the brand image, so when people see a pink moustache they are no longer curious. They know it is a Lyft. Since there is some confusion about how it works, how much it costs, and who the drivers are, the audience will be enlightened by the commercial. The second objective is to inspire action, prompt the audience to download the app, and visit the website for more information. The last objective is to motivate the audience to believe that Lyft is good for the community, the environment, and for the individual drivers and passengers. The audience will be urged to realize that it is more than just a car service, but “a friend with a car.”
Strategies: Intellectual Strategy: The main intellectual strategy is to create a dramatized, metaphorical situation that describes the use of Lyft and the process of inviting people to join for a free ride as a race. Humor will also be used as events pictured will be dramatic, and actors will look goofy running around with pink moustaches on. This will draw in the target audience, and they will make the connection that Lyft is a fun, affordable, and social service that provides a simple and positive travel experience. The audience will also make the connection between the company and it’s signature pink moustache, creating a greater population of possible customers that recognize the brand. Media Strategies: The commercial will begin with a diverse group of young people (between 18 and 44) gathered around in a park within a city. Everyone is wearing a pink moustache except for the male leader wearing a full pink beard. He says, “Ready, set, Lyft!” and the group sprints off into different directions. The rest of the commercial is a voiceover and montage jumping from person to person, passing out pink moustaches and “tagging people in” with a fist bump. The group pink moustache-wearing runners grows. Humorous shots are shown like someone carrying a torch, people running with dogs (which also have pink moustaches on), and people doing typical “in the car” activities like putting on lipstick, singing and dancing to music, and talking on the phone. At the end, the camera will zoom out and show an areal view of the city with pink dots dispersing into the shape of a moustache, representing the people running and “passing it on.” The final scene will include the moustache image and the Lyft logo. The voiceover will direct the audience to the website and explain the $25 credit to each contact you invite to download the app. Finally, it will end with the image of the logo and the new tagline “Lyft: Pass it on.”
Advertiser: Lyft Agency: JB Agency Product: Lyft ride sharing Chicago
Title: “Pass it on” Format: Humor Length: 60 seconds
VIDEO FADE IN MCS a group of 6 people on a Chicago street corner (3 men, 3 women, varying in race) gathered around an older graying man wearing a full pink beard CUT to SPLIT SCREEN (3x2) Each person looks at camera and puts mustache on face, run out of frame in different directions
AUDIO OLD MAN: On your marks, get set… GROUP cheers and laughs (Instrumental version of “EYE OF THE TIGER” begins playing)
VO: One thing we all have in common on the city streets? We always have somewhere to be.
FADE to SPLIT SCREEN (3x2) ECU of hands of 12 people; varying races, fist bumping, hands move out of frame in varying directions, 6 SCREENS go BLACK one by one CUT to MLS professional looking dark skinned young man talking on the phone. A young woman wearing gym clothes and a pink moustache approaches him. DOLLY IN MCU They fist bump, he puts on pink moustache DOLLY OUT MLS both take off running while chatting with eachother
BUSINESS MAN: (MUFFLED, quieter than VO) (EXCITED) What’s up? VO: What if there was a different way to get where we’re going in a friendlier, cheaper, more awesome way? VO: For a dollar twenty five per mile and thirty cents per minute, you can Lyft it anywhere you need to go and love every minute of it, all while supporting your favorite local drivers.
CUT to MLS a young hispanic woman running with 3 small dogs (all wearing moustaches) and a group of 2 men (different races) talking on street corner. One man has a large dog. ZOOM IN ECU one small dog sniffs the larger dog’s butt, (SPECIAL) a pink moustache appears on the large dog’s face
VO: And the best part? You can share the experience with your friends. Invite your friends to join on Facebook and receive a $25 credit for both of you to enjoy a ride on us
ZOOM OUT ELS large dog takes off running, dragging its owner with it across the street
MAN WITH DOG: (SHOCKED and AMUSED) Whooooa boy, wait up!
ZOOM OUT to ELS, almost everyone on the streets is running with a pink moustache on
VO: Lyft isn’t just a ride sharing service, it’s a community. It’s your friend with a car.
(ANIMATION) ZOOM OUT to bird’s eye view of the city of Chicago SUPER: Lyft logo, pink moustache image, and ‘www.lyft.me’
VO: Download the app for iPhone and Android at www.lyft.me Lyft: Pass it on.