Challenge

Ride-sharing is an intensely competitive business driven by a powerful two-sided network effect that requires an ample supply of drivers in each major metro area. Lyft needed to increase brand awareness and attract more drivers in the Los Angeles metro area in order to maintain sufficient supply.

Solution

What’s the best way to reach prospective drivers? On the road, of course! Lyft turned to OOH advertising through AdQuick to increase awareness among new prospective drivers and turbo-charge driver recruitment in this important region. The campaign included billboards and bus shelter ads featuring explicit CTAs to visit a custom url in order to apply as a driver.

Results

To gauge the effectiveness of their OOH campaign in driving unaided awareness, Lyft directly surveyed consumers. Throughout the campaign, unaided awareness increased by an impressive 25% –– from 56% at the beginning of the campaign to 70% by the end of the campaign.

The OOH campaign also proved successful in driving direct response. Bus shelter ads were 88% more successful than Lyft’s direct mail campaigns at generating website sessions.

About Lyft

Lyft was founded in 2012 by Logan Green and John Zimmer to improve people’s lives with the world’s best transportation, and is available to approximately 95 percent of the United States population as well as select cities in Canada. Lyft is committed to effecting positive change for our cities by offsetting carbon emissions from all rides, and by promoting transportation equity through shared rides, bikeshare systems, electric scooters, and public transit partnerships. see less

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