Client: Bixi Toronto
Overview
Bixi is a public bike sharing system. They have been developed in Boston, London, Melbourne, Minneapolis, Montreal, Ottawa, Washington and Toronto. Montreal was the first city to develop this system in 2007 and it has been expanding internationally ever since. Launched May 2011, Toronto’s Bixi system contains 1000 bikes and at 80 stations throughout the downtown area. Bikes are accessible for 30-minutes each as many times as you want within your subscription. Bixi offers 1 year, 30 day, 72 hour and 24 hour subscriptions.
Objective
Increase annual subscriptions by positioning Bixi as the cheap and healthy way to get around the city.
Target:
o 25-35 male and female
o livein downtown core
o active,on-the-go lifestyle
o commuting within the city to work
o enjoy the outdoors
o enjoy exploring their city
o likely do not own a car or do not use it for commuting purposes
o local people who also use public transit
Insight
Bixi provides a cheap alternative to cabs, more convenient than parking downtown and is more reliable than transit. Being able to maneuver the city is important to the target. The convenience and inexpensiveness of BIXI makes that simple. It allows the target to continue living their life throughout the city without sacrificing their budget. It also allows the target to remain active and spend more time enjoying the outdoors as well.
SMT
BIXI is better– than other forms of public transit
Exec Mandatories
Print, OOH, Social Media
Bixi is a public bike sharing system. They have been developed in Boston, London, Melbourne, Minneapolis, Montreal, Ottawa, Washington and Toronto. Montreal was the first city to develop this system in 2007 and it has been expanding internationally ever since. Launched May 2011, Toronto’s Bixi system contains 1000 bikes and at 80 stations throughout the downtown area. Bikes are accessible for 30-minutes each as many times as you want within your subscription. Bixi offers 1 year, 30 day, 72 hour and 24 hour subscriptions.
Objective
Increase annual subscriptions by positioning Bixi as the cheap and healthy way to get around the city.
Target:
o 25-35 male and female
o livein downtown core
o active,on-the-go lifestyle
o commuting within the city to work
o enjoy the outdoors
o enjoy exploring their city
o likely do not own a car or do not use it for commuting purposes
o local people who also use public transit
Insight
Bixi provides a cheap alternative to cabs, more convenient than parking downtown and is more reliable than transit. Being able to maneuver the city is important to the target. The convenience and inexpensiveness of BIXI makes that simple. It allows the target to continue living their life throughout the city without sacrificing their budget. It also allows the target to remain active and spend more time enjoying the outdoors as well.
SMT
BIXI is better– than other forms of public transit
Exec Mandatories
Print, OOH, Social Media
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