Campaign details
Brand: LyftLead Agency: Digitas
Strategy
Objective
An estimated 200,000+ people took action in the #DeleteUber movement and brought rideshare ethics to the forefront of the American psyche. With that, Lyft's exposure skyrocketed; but how does the challenger react?
Lyft chose to focus on the people and the product, highlighting positive contributions to society. In Q2'17, Lyft launched its proprietary Round Up & Donate feature, enabling anybody to make a philanthropic contribution with just the click of a button.
Mobile reach would be pivotal to put legs behind the program. Round Up & Donate is inherently...