Problem: Help promote biking around Savannah, GA while supporting local arts. Come up with an answer to a social problem.
Product: The Bike Palette
Target: Men and Women 20-45 years old. Tourists and Locals.
Tagline: The Bike Palette - Shift with the creative movement
Insight: People are most likely will rent a bike if the outcome has multiple supporting factors.
Strategy: Savannah is called the creative coast and biking is fairly prominent. The bike palette wants users to rent the city bikes. By creating beautiful, visually attracting bikes that the public can rent it will attract more users. At the same time, these bikes will adorn the city, bringing in more tourists to Savannah. The bikes will be decorated by local artists and rental donations will be used to support the local arts.
Target: Men and Women 20-45 years old. Tourists and Locals.
Tagline: The Bike Palette - Shift with the creative movement
Insight: People are most likely will rent a bike if the outcome has multiple supporting factors.
Strategy: Savannah is called the creative coast and biking is fairly prominent. The bike palette wants users to rent the city bikes. By creating beautiful, visually attracting bikes that the public can rent it will attract more users. At the same time, these bikes will adorn the city, bringing in more tourists to Savannah. The bikes will be decorated by local artists and rental donations will be used to support the local arts.
Hand painted text
All hand drawn characters and scenery.
Microsite. Will be a hub to learn about the project, choose what artform to specifically support, check your account, check out the visual experiences of others through the hashtag #bikepalette, see supporting buisnesses and a map that helps you guide you through the city.
Explore the arts in which you can support, rack up points with your bike palette rental card to enjoy discounts on various entretainment artforms around Savannah. Just show your card to any participating center!
Specific information about the artform you choose to support.
Your Account Page, which shows the amount of money you have donated, the amount of points it translates to and your social media accounts.
Visual hub of participating users which have taken photos of various art forms around Savannah. Everything that uses the #bikepalette hashtag will be pooled in here for you to enjoy.
The app is a mobil version of the web site, which allows to to interact directly with the #bikepalette hashtag.
Take a picture and attatch the hashtag #bikepalette to join in the visual fun at the hub page!
Hand-drawn doodle t-shirts that mix art with some Savannah flair. Available at rental sites for purchase.
Examples of bike rentals available to the public. Made by local artists to promote the identity of Savannah.
Color palette used for this campain is based upon the rich colors of the Savannah atmosphere.
