5. PSYCHOGRAPHICS
They yearn to have control, independence
Aspirational, starting their careers
They’re risk takers, adventurous
Budget conscious, but spend on experiences
7. THESTRATEGICIDEA
Encourage New Yorkers to embrace Citi Bikes as a lifestyle choice
COMMUNICATIONOBJECTIVE
Change the target’s perception of Citi Bike from a transportation mechanism
into an opportunity to maximize pleasure with minimal commitment
18. Social
How many Citi Bikes have you riden?
Crosstown competition, create your own group to challenge others
Join the conversation with #BikesWithBenefits