uberPOOL Pitch - BBH NY Griffin Farley's Beautiful Minds
Grow uberPOOL usage to 2% of total New York City travel in 12 months.
Uber has built a brand by becoming the 'chauffeur' of ride sharing. The uberPOOL offering completely contradicts this perception of exclusivity and self-importance. So what exactly is in the way of people choosing uberPOOL over Uber?
*These barriers all trump the value prop of a cheaper fare with uberPOOL.
The biggest barrier to people using uberPOOL is the aversion of riding with a complete stranger. Yet studies show that contrary to expectations, people are happier after a conversation with a stranger. In NYC, feeling lonely amongst 8.5 million other New Yorkers is strangely common.
Consumer - The Lonely Loyalist
New Yorkers are some of the most goal-oriented people in the country. They are go, go, go, always needing to be somewhere in a timely fashion. The Lonely Loyalist encompasses the drive of most New Yorkers, but they also have a desire to expand their world. They range in age from 21-40 and although skew older, the Lonely Loyalist embraces a more youthful mindset. Throughout their day, they ask themselves, "What if..." and often deviate from their loyal routines to combat an inner loneliness.
As kids we were told to never talk to strangers. It was a safety and peace of mind thing. The Lonely Loyalist isn't a kid anymore but talking to strangers is still a lingering apprehension. By leaning into this tension we can make the unknown feel like an opportunity: an opportunity to experience a new story, no matter the undertone of the ride.
Make an empty seat feel like a missed opportunity. With placements of our mission, "Talk to strangers," placed at bus stops, subway cars, and terminals in JFK and Laguardia, we reframe what uberPOOL really means.
uberPOOL is more than a vessel that takes you from point A to point B. It’s a vehicle that can bring the unknown to light in the shape of your fellow New Yorker, a stranger who cherishes human contact, just as you do. It’s not about making a new best friend. It’s about the inescapable story and the brief human interaction that uberPOOL can foster. Imagine a New York where an empty seat is a missed page of your life story.
Team: Haley Gordon, Julie Brau, Lindsey Lee, Erica Kaplan