PROPOSAL 2015
RIDE: THE COMMUTE
REVOLUTION General goal:
Specific goals:
Achieve recognition of the new Ride app among target markets, promoting it as a new way to revolutionize the commute to work.
Drive application downloads Educate people about the mul tiple economic and ecological benefits Build connections with users, so they become familiar and make the service part of their every day lives
500+GALLONS OF GAS PER YEAR
UP TO $5,OOO
A YEAR MORE TIME TO BE
CONNECTED DO YOUR PART FOR THE ENVIRONMENT
THE PROPOSAL
Every day over 100 million Americans drive alone to work. Have you ever asked yourself how to improve the environment and your life through your commute? Ride is a new way of commuting that will change your life 180 degrees. By using Ride you can save over 500 gallons of gasoline, save up to $5,000 a year and reduce your carbon emissions. Unbelievable, isn’t it? It’s time to join the Commute Revolution with Ride. The proposal to start this revolution will be divided into three main moments:
-Expectation -Launch -Monitoring
1. Parking lot activations in malls, businesses, and other high traffic areas
BRAND AWARENESS AND EXPECTATIONS
Given how difficult it is to find parking because of high demand, it is proposed that, because there is where the main flow of people is, some parking spaces near main entrances, elevators and stairs are always empty. The idea is that seeing the empty parking space while all the others are filled, everyone will want to park there. But when people start parking there, an alarm will sound and there’ll be lights to alert and prevent the drivers to leave their car at that spot. A mall or business security agent or a Ride member will go to prevent from parking there, as it is a reserved space for Commute Revolution. A flyer will be given to invite to be part of the new way of transporting. (This flyer will not contain information about Ride, only phrases like: Join the Revolution! Make a Difference! Be part of Commute Revolution. #JustForRiders) 2. Create expectations among employees within Fortune 500 companies The idea is to begin to promote the service and create disruptive buzz for non-users inside the companies. For a week parking spots will be painted with bright colors and phrases like: Exclusive for Commute Revolution, #JustForRiders, We make the difference, no one will be allowed to park in this spaces. This will generate uncertainty and curiosity in people so they will wonder the motive and intention of that bright colored painted spot.
Commute
evolution #JoinTheRevolution
We have
GOOD IDEAS #CommuteRevolution
e w CARPOOL #CommuteRevolution
Join THE REVOLUTION #CommuteRevolution
3. Stickers Personalized stickers with phrases like: #JoinTheRevolution #WeThinkDifferent #WeLove(heart)Carpool #CommuteRevolution are going to be used by a selected group of workers on their vehicles, in visible places. They will be the "Brand Ambassadors", influencers who during this expectation stage, experience exclusivity by sharing a new way of commuting and forging new connections with people from their own company only. Green Carwash: There will be free car wash service for selected ambassadors, and people giving this service will be wearing t-shirts with phrases like #JoinTheRevolution #CommuteRevolution. The main purpose is to leverage rewards and loyalty marketing in public places so others can see the benefits.
SOCIAL MEDIA SOCIAL MEDIA In our hyperconnected society, a company without a strong social media strategy cannot engage with its target markets. At this expectation phase, we will work with graphic pieces containing the phrases used for the outdoor campaign. #CommuteRevolution #JoinTheRevolution #WeLoveCarpool videos indicating the benefits to get into this new way of traveling will be published. The purpose is for people to feel identified with the service so they "dare to discover" the new commute experience. Additionally, statistics and fun facts about the environment and the personal routine of average individuals can be shared and posted. The main objective is to generate curiosity and uncertainty in the digital community; so this leverages opportunities for genuine sharing and word of mouth marketing among customers.
RIDE LAUNCH The launch will be done through partnerships with Fortune 500 companies in the biggest commuter cities, promoting the download and use of the app among the employees of these companies. - Produce enterprise events and promotions, starting with the “Celebrity Drivers� - Using entertainment and music stars who care about the environment as surprise and delight marketing, these key influencers would pick up users from work and kicking off the Ride adventure.
“PARTY ON THE
ROAD”
The launch party would start after work with the main goal to create a community that will revolutionize the commute and use experiential marketing designed to familiarize users with the application and its benefits. This would include:
Valet Parking
Interactive
media
There will be two ways to access to the party, one of them is going to be for those who care for the environment and the other one for those who don’t. This is going to be indicated with two signs: “Care for the Environment” and “Don’t Care the Environment”, those who care for the environment and choose this way to enter the party, will get free valet parking service if they download the app.
There’ll be interactive screens located at the entrance and inside of the event. Users will have the opportunity to download the application and register. On screens, attendees must enter their details: name, nickname, home address and workplace. By registering with this data, a unique code per user will be generated, while it will display a list of people nearby. This code automatically activates the user's location on screens located within the event, which will show a virtual map showing the location of each user registered with their respective code. With this, people will be motivated to use the application, since they can see and meet potential partners in the Ride Revolution. #JoinTheRevolution
Ride Car Show
A car exhibition in which future users can see their Guaranteed Ride options as part of the Ride community.
Drivers and Riders:
Join the Revolution
1.
Driver and Rider kits with Ride swag to enhance their daily routine
2.
Dedicated parking
3.
Exclusive carwash and detailing services
4.
Free coffee for Ride users at participating national vendors
5.
Access to premium Ride vehicles
Being part of the new Ride community will give a twist to the way people commute to their workplaces. With Ride, it’s a win-win-win: for you, your wallet, and the environment. The main objective is to get as many downloads and registrations on a new application that will truly revolutionize the world. It is proposed that all people who register; either as drivers or riders, get tangible benefits that encourage them to the continue using the app. And joining Ride has its perks:
These benefits will encourage people to be part of the community that is revolutionizing the world. They will be shared in social media so that more people get to know the Commute Revolution.
DRIVER’S KIT With Ride, everybody wins. Each Rider will have a survival kit to kick off their new adventure.
Commute Revolution
e w CARPOOL #CommuteRevolution
Car Stickers
that may only be used by members of the #CommuteRevolution
Ecological bag
Sunglasses for a real driving experience.
Tumbler Exclusive branded Tumbler which will give you a daily refill of coffee to start to your destination. that refill will be sponsored by a partner company
Charger No batteries recharged no fun.
always with an exclusive attitude, we’ll help our environment and be part of the change.
RIDER KIT Commute Revolution
Amazon card exclusivity for your online shopping and convenience at your fingertips.
Ipod to sync your playlist to iTunes so you can have it everywhere. Let’s go ride!
If it’s in the App Store,
it’s official…
Finally, we’ll seek to boost downloads, registration, and use of Ride through the following activities.
Your Match on Ride
In order for users to feel more comfortable and identified each day with ride service, they will be able to create and edit their own profile. This will have basic information such as name, nickname, home and work address, work schedules; and will show the interests such as music, books, movies, pets, sports, fashion, technology, arts; etc. When the users complete their profiles, they will enjoy the best options that fit best according to their interests. This way, both drivers and riders are going to revolutionize the actual boring way of transportation to their workplace and enjoy the different ride experience.
Rate me!
After the unique experience of going to work and coming home in a comfortable, enjoyable and economical way, and which also contributes to the planet; users may give rating to each of the riders and drivers who traveled in the same car ("Ride car"), and also, they’ll have the option to leave comments about the trip, peers and the environment inside the Ride car. This will be very helpful if someone wants to be part of the ride, they will have a better reference and motivation to join the revolution in the top ride cars.
Good Riders are Good Drivers
Let's go Ride! By creating your Ride account and being part of the community, you’ll automatically earn points to gamify and reward your Ride experience — how many rides you take, others you refer, matches you accept, or even other uses of Ride outside of the commute, to show your true commitment and Ride’s appreciation for your involvement in the Commute Revolution. Every day you could undertake a daily adventure of becoming an Eco-Hero where you save more trees per day to lead you to be crowned as the Eco-Hero in your network and become an official Driver, with the possibility to get your own car by going from Rider to Driver. Life is a game, and it has its rewards! Once Driver always driver! ! By being Driver you can win Eco-Driver miles for traveling with family and gas vouchers. With Commute Revolution you always win!
The Ride Community, The Ride Family With the aim of promoting Ride not only as an application that brings the user to their destination, Ride will be promoted as a distinct community that will start the revolution in the way of commuting to work, to create new relationships, new ways to share, to develop ideas and new businesses and besides saving — enjoy the journey and contribute to the environment. The above features will help make this community become a family, one we’ll call "The Ride Family".
To promote the unique features of this community it is proposed that at 4 months of releasing the app two videos are made: the first video should promote the concept “The Ride Community, The Ride Family" and approach it as a new lifestyle that will revolutionize the old habits for transportation, working alone in the office, meet new people and even falling in love. The second video will promote the main economic and ecological benefits that Ride offers to its users, we’ll work this idea through real testimonials from app users, and they’ll share how ride has revolutionized the way of transportation.
Ecofriendly Ride
One of the most important Ride benefits will be the impact on the environment, this will be extended to the habitants of planet Earth; to highlight this important contribution by ride, it is proposed, to make an infographic to compile various scales of contribution through data as "1,143 trees per year have been saved thanks to Riders" and “Riders have contributed reduce 14,324 tons of CO2 emissions�, which will also invite people to join the Ride revolution. In support to the info graphic, there will be a BTL activation of a decorated car with a tropical theme, which will present the benefits for the environment with the app. This car will go through the city streets and stop at the crowded parts of the city.
#RideTime Finally, there is going to be BTL in the main streets of target markets. The idea is that different people are asking for a “Ride" to cars transiting that route. People who stop and accept to take someone to their destination will be rewarded — at the end of the Ride they will receive gas vouchers or other surprises. (To promote benefits) People who stop and give "Ride" will be a good sign that more people want to be part of this community that will revolutionize the world.
PROPOSAL 2015