SITUATION

Lyft, a leading brand in the gig economy, has been making positive strides in areas like climate change, voting access, and public health. However, they often find themselves overshadowed by the debates surrounding the benefits and burdens of the gig economy. Their innovative problem-solving was not being recognized to the extent it deserved. Lawmakers often overlooked the efforts and advantages of gig economy's leading brands.

PROBLEM

Lyft faced the challenge of communicating to lawmakers effectively, without sounding like a corporate entity. They wanted to change the narrative and highlight the benefits of using Lyft's services from the perspective of the people who use them. To achieve this, they collaborated with Odd Notion to design, animate, and produce a campaign that would position Lyft as a community partner in the eyes of policymakers.

SOLUTION

Swell a creative agency based in Los Angeles came up with a strategy to use a highly targeted public campaign in California, Massachusetts, New York, Colorado, and Washington, D.C. They focused on highlighting the community benefits of companies like Lyft. The campaign focused on two of Lyft's main issues: sustainability and public safety, which are major focal points for progressive leaders today. The sustainability campaign tied climate resiliency to Lyft’s actions for electric vehicles (EVs) and EV infrastructure. The secondary campaign focused on public safety, specifically DUI reductions and safe transit through ridesharing. The campaign was brought to life through digital and out-of-home ads, reaching millions of people across different platforms.

RESULTS

The campaign had a profound impact, yielding impressive results. Over the course of six weeks, our social ads garnered more than 7.4 million impressions, our display ads reached 2.4 million impressions, and an estimated 1.8 million out-of-home impressions were recorded. Notable social engagements were also tracked from key opinion formers across the country, further indicating that the campaign’s message was hitting the right target. This led to more favorable legislative action and outcomes, demonstrating the power of thought-leadership and partnership from Lyft and other innovative companies.

COLLABORATORS

Strategy, Art Direction and Messaging by Swell