Challenge: Rideshare feels normal now but back in 2017, people didn’t love the idea of summoning strangers from the internet to pick them up and drop them at their homes, and our streets weren’t full of e-bikes and scooters. As Brand Director at Lyft, I had to develop an identity and multiple campaigns that would impact not just behaviour but safety, the sovereignty of drivers and the future infrastructure of cities.
Insight: We had do de-position the lies we had been taught about the convenience of driving as well as use our brand personality to pull people away from Uber.
Idea: There were so many campaigns, but featured here are one of our OOH campaigns to get people to question driving and a recruitment campaign for drivers, recognizing them as whole people trying to fund the things they love.
Impact: This brand identity led to double digit growth in driver sign up, brand preference and brand awareness. Our work was instrumental in building the brand into one of the most successful unicorns of the last decade.
