Developing a multi-year brand playbook to put Lyft in the fast lane to growth.

Our first campaign, Friends with Transit, put Lyft on people’s radar by teaming up with existing transportation systems. Rather than criticize these systems, we presented Lyft as a like-minded mode of travel that could be used in tandem.

Campaign 01

Next, Our “Riding is the New Driving” campaign declared Lyft as a better way forward in a world of traffic congestion, parking hassles, DUIs, distracted drivers and expensive repairs.

Finally, ‘Ride on the Bright Side’, forced people to make a choice. Are you a Lyft person or an Uber person? Each TV spot highlighted a key reason to believe – in-app tipping, fast arrival times, and higher driver satisfaction.

We brought the campaign to life with a Ride Corp microsite where people could learn more about the“truth about Lyft”, watch the spots, and talk to the most unhelpful chatbot ever created.

There’s no reason that tactical advertising has to suck. We worked with famed illustrator Noma Barr to create a hard-hitting, yet beautiful out-of-home campaign that moved the needle and positioned us as the ride company with soul.