The Beautiful Minds program is a hybrid planning bootcamp and networking event. Participants applied from all over the world to join and only 90 were selected. After a crash course in planning from industry leaders, the aspiring strategists were split into teams of 4 and given less than 24 hours to come up a solution to the client's brief. The final showcase was held at Google New York with 300 industry professionals. This year our client brief centered around getting people to commit to uberPOOL.

1. uberPOOL

2. Elijah
JOINED JULY 2016
Oklahoma City, OK
Chance the Rapper and Kenny Chesney
Basketball, Helping Elderly Across the Street,
Strategizing
3:30 PM
Briana
JOINED JULY 2016
Dallas, TX
Kendrick Lamar and Chance the Rapper
Window Shopping, Baking, and Strategizing
Ben
JOINED JULY 2016
Buenas Vista, VI
Alternative Rock and indie
Football, Helping Elderly Across the Street,
Strategizing
3:30 PM
Kelly
JOINED JULY 2016
Etna, NH
Chance the Rapper and Kenny Chesney
Basketball, Helping Elderly Across the Street,
Strategizing
3:30 PM
Meet the Team.
Stephanie
JOINED JULY 2016
Virginia Beach, VI
Justin Bieber and Beyonce
Eating, Washing Clothes, and
Strategizing
3:30 PM

3. uberPOOL is looking to
increase daily users from
.39% to 2% of all daily
transportation in NY.
Business Objective

4. uberPOOL is looking to
increase daily users from
.39% to 2% of all daily
transportation in NY.
That’s roughly adding
150,000 daily rides.
Business Objective

5. Ages 18 - 34
70% of ubers user base.

6. 72% of this age group
prefer to stay at home
instead of going out.
Ages 18 - 34
70% of ubers user base.

7. Meet Andrew and Liz
Mid-level Young
Professionals
Ambitous Career
Chasers
Netflix Binge
Watchers
Comfortable
being alone
Value the
simplicity in life
Budget conscious

8. So why aren’t millenials going out?

9. More than 1/2
75%
of Millennials report that
they track their expenses
of Millenials in New
York feel chronically
stressed about money.
“Nowadays 20$ won’t get you far.
It’s cheaper to just stay in.”
- Kimberly Pena
Affordability

10. “They’re the greatest generation - of
couch potatoes.”
- NY Post
“Once I’m home, I don’t want to
go out. The weekend is my time to
relax.”
- Brandon Gillespie, 21
“Going out is too much effort.
The subway is a struggle to
navigate.”
- Kimberly Pena
Effort

11. Cultural Trend Toward Convenience

12. m
Millenials aren’t going out, because they’re complacent.
Insight

13. How can uberPOOL have a voice
in this age of convenience?

14. Cheap Convenience
Subway UBER XuberPOOL
Hybrid Solution

15. Our Big Idea:

16. You don’t deserve New York.

17. What It Is. What It Isn’t.
BullyingShocking
OffensiveDisruptive
Moves to
isolation
Moves to
Action

18. So how would we bring this
idea to life to accomplish our
objective?

19. So how would we bring this
idea to life to accomplish our
objective?
By disrupting current behavior
and providing a new solution.

20. PHASE 1
Disrupting a behavior
PHASE 2
Providing a Solution
Rollout

21. Rediscover Your City.
Streaming TV ads
Copy: “This is a better backdrop for
your date than your couch”
This is a better backdrop for
your date than your couch
PHASE 1

22. Copy:
SEO Ads
“You don’t deserve the highest
rated restaurants in America”
Rediscover Your City.
PHASE 1

23. Copy:
Binge watching The Office for
the 4th time? Really?
Rediscover Your City.
PHASE 1
Subway Ads

24. City Hacks
Sponsored
by
introducing
How far does $30
go in Bed-Stuy?
20$
30$
50$
How far does
$30 go in
Bed-Stuy?
Culture
Food
Party
What do you want to do?
PHASE 2

25. PHASE 2
Today Tix
Partnership with

26. Why this works.

27. 2.1 mm
18-34 yr olds
72% of millenials say
they prefer to stay in
We only need 9% of this market
to achieve business objective
1.5 mm
http://www.baruch.cuny.edu/nycdata/population-geography/pop-demography.htm
Market
Size

28. Cheap Convenience
Subway UBER XuberPOOL

29. Where this could work
Each city has its own unique experiences that are some of the
best reasons for living there.

30. Thanks.