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Lyft "RYde Confidently"
Brand experiential campaign for Lyft.
Executed strategic development, art direction, and copywriting.
Challenge:
Despite Lyft's reputation as the "woker" rideshare app, Lyft struggles to catch up to Uber in terms of market share and fails to differentiate itself enough to foster a loyal customer base.
Insight:
Women want female drivers, but most drivers are male.
Idea:
Show female riders and drivers that they can ride confidently with Lyft.
"There are women drivers who, if they knew they could pick up only women passengers, would work more hours."
- SheTaxis spokeswoman
Rider/driver
preferences
Adds another level of personalization to Lyft's brand experience. Drivers and riders can choose to ride with a man, woman, or have no preference.
Lyft Pink LIght Call Box
Lost your phone and need a ride home? No problem. Call a Lyft from any one of Lyft's Pink Light Call Boxes with any form of payment.
Don't feel safe getting picked up where you are now? Set your Lyft pickup location to the nearest Pink Light Call Box, equipped with an emergency call button.
TV/Video Spot
"Glow: 30"
Digital Promotions
