GOAL: Citi wanted to raise awareness around their bike sharing program in New York City, ‘citi bike’.
STRATEGY: Expand the program to neighborhoods above 65th street in NYC and beyond Norstrand and Fulton street in Brooklyn New York. Once the targeted demographic is informed of the bike sharing program and the benefits associated with joining the program the expansion will be a success.
Me and the team answered this brief by creating a print/radio campaign informing individuals how being apart of the 'citi bike' program has all the benefits of owning a bike, minus the headaches associated with bike ownership.
The campaign model is simple, with citi bike: "Use it. Return it".