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Sabrina Formoso Alex Andujar Megan Perry Anuja Dar

Creative Advertising Pitch for Launch Campaign. Sabrina Formoso Alex Andujar Megan Perry Anuja Dar. What is GoLoco?. EASY: Quickly arrange ride sharing between friends, neighbors, and colleagues

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Sabrina Formoso Alex Andujar Megan Perry Anuja Dar

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  1. Creative Advertising Pitch for Launch Campaign Sabrina Formoso Alex Andujar Megan Perry Anuja Dar

  2. What is GoLoco? • EASY: • Quickly arrange ride sharing between friends, neighbors, and colleagues • Go Loco handles online payments from passengers to drivers for their share of the trip costs • FUN: • Create and join communities of like-minded people • Search, post, and join trips • ECONOMICAL • Share the costs of the trip and SAVE CASH • Reduce CO2 emissions to help SAVE THE ENVIORNMENT • SAFE: • Create your own trusted riding networks

  3. Audience Profile • Men and Women18-30 • Experimental and willing to try new things • City dwellers who are familiar with public transportation • Like to be social and hang out with new people and travel • “Early Adopters”: Once you get this audience they will tell the others through testimonials and word of mouth • Comfortable using web-based tools • Mid- income, looking for transportation at a lower cost

  4. Social Networking Sites MySpace Friendster Facebook Ridesharing eRideShare.com The Ride Share Alliance RideShareOnline.Com Competition • How is GoLoco Different? • Trusted Network • Detailed Profiles and Images • Fun • Interactive • Hassle-Free

  5. Creative Objectives • Create awareness among the 18-30 year old demographic. • Generate curiosity to drive traffic to the website. • To be able to effectively communicate the convenience, cost-effectiveness and safety of the GoLoco experience. • To be able to utilize the environment-friendly aspect of GoLoco as a secondary reinforcement to join. • To integrate the "ridesharing" process into the culture of society.

  6. Creative Strategy • Reach the young and experimental target audience through their most utilized media - the Internet. • Create interactive advertisements that will engage the viewers. • Utilize simple words and concepts to convey the benefits of the GoLoco experience. • Utilize webisodes and consumer-generated videos as vehicles for testimonials and experience sharing. • Incorporating an environment-friendly symbol in all communication materials.

  7. Personality & Tone • Fun and Interactive • Simple and Easy • Quirky and Colorful • Sense of Security

  8. THE CAMPAIGN“Save, Share, Explore”

  9. The Campaign Components • Print • Ads in Boston Metro and College Campus papers • Targets yuppies, commuters, and college students • On-line • Webisodes • Testimonials • Flash Interactive Game • Website Enhancement • Website Usability Report • Tutorials • Green-o-Meter

  10. Print Concepts

  11. On-line Concepts

  12. Webisodes: My GoLoco Story The funniest thing happened in our GoLoco trip last week.. There we were.. The four of us driving along to a networking meeting in the morning... Cruising down the carpool lane… When all of the sudden.. We hear a loud noise coming from the backseat… And we were nice enough to wake him up when we got there!! It was the loudest snore any of us had EVER heard! Like REAL loud.. Mike had fallen asleep right there in the backseat.. Needless to say, that ride provided some good laughs before a long day of meetings….

  13. He had to navigate and drive at the same time Peter decides to go solo from Boston to DC Putting gas every now and then cost him a lot of money It’s a long and lonely 10 hour drive Allison also heads to DC And they manage to save a lot of money too But she finds other people who also plan to go They have fun and talk about all sorts of things during the 10 hour drive Webisodes: My own GoLoco challenge My brother and I go to DC but I challenge him to GoLoco instead of going solo…

  14. Interactive Testimonial Section • Link on GoLoco website where you can post your pictures of trips and stories of funny things that happened along the way. • The People I Met • The Things I Saw • The Places I Went

  15. The People I Met….

  16. The Things I Saw…

  17. The Places I Went!!

  18. Real Stories.. Real People • I live in Somerville and work in Boston, and I could not find someone to ride to work with for months. Then I registered for GoLoco, and the next day I got a message from someone who works in the same building as me downtown. The funny thing is, he said he lived in Somerville and worked in Boston too, so we talked further until I found out he was my next door neighbor!!!

  19. Flash Interactive Game

  20. Flash Interactive Game

  21. Flash Interactive Game

  22. Web Enhancements

  23. Website Usability Report • Use of Flash • Search Listings • Multimedia and Long Videos • Cross-Platform Incompatibility • Registration

  24. On-line Tutorial

  25. Look how much money you will save!

  26. Look who else is riding with you!

  27. Green-O-Meter

  28. Additional Recommendations • Partnerships with Evite.com and other event registration websites • GoLoco Hot Button on Retailer Websites • (ex. IKEA, BJs, Costco etc) • Street Team Promotions • Campus Ambassador Program • Seasonal Promotions (Spring Break, Thanksgiving Break) • Promotional branded items

  29. Thank You!

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