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Eddie Velosa

This was a project I took on for Uber’s NeMo division, which had acquired Jump, an electric bike-sharing company, amidst the L-train shutdown in New York City. In response to the disruption to the city, competitors like Citi Bike and Lyft were making significant moves to capture the affected commuter market. They added electric bikes and expanded docking infrastructure in strategic locations, setting the stage for fierce competition in the urban new mobility sector.

Problem

The 14th Street Tunnel repair, necessitated by damage from Hurricane Sandy, posed a significant disruption to the lives of hundreds of thousands of commuters. The looming shutdown threatened to exacerbate congestion and strain the city’s already overburdened transportation network.

The shutdown was poised to disrupt the daily routines of 225,000 commuters between North Brooklyn and Lower Manhattan for 18 months. With an estimated 4,500 new bikers expected to navigate this route, and the Williamsburg Bridge facing potential gridlock with around 70 buses per hour, the scale of the opportunity was clear.

Solution

With Uber, I saw an opportunity to position Jump electric bikes as a reliable and convenient alternative for affected commuters. With 225,000 potential users at stake, Uber aimed to ease the transition by providing a sustainable mode of transportation during the shutdown period.

Infrastructure upgrades were key to facilitating smoother mobility during the shutdown. From protected bike lanes in North Brooklyn to expanded routes in Lower Manhattan, these enhancements sought to mitigate the impact of the shutdown on commuters and promote cycling as a viable alternative mode of transportation.

Twitter Alerts

Dedicated news feed for L-Hell traffic updates.

Key Metrics
  • Impressions
  • Engagement
  • Reach
  • CR & CTR
Instagram Reels

Humans of NY-style videos about L-Hell chaos.

Key Metrics
  • Impressions
  • Engagement
  • Reach
  • CR & CTR
Community

Plant seeds in forums like Reddit and FB Groups.

Key Metrics
  • Impressions
  • Engagement
  • Reach
  • CR & CTR
LinkedIn Promos

Feature employee bike-sharing programs.

Key Metrics
  • Impressions
  • Engagement
  • Reach
  • CR & CTR
Streaming Ads

Paid programming on mobile streaming apps.

Key Metrics
  • Impressions
  • Engagement
  • Reach
  • Brand Lift
Paid Social

Targeted PPC campaign and list retargeting.

Key Metrics
  • Impressions
  • Engagement
  • Reach
  • CR & CTR
Native Ads

Supplement with paid ads on mobile news apps.

Key Metrics
  • Impressions
  • Engagement
  • Reach
  • CR & CTR
Paid Search

Targeted keyword and programmatic campaigns.

Key Metrics
  • Impressions
  • CPC
  • CAC
  • CR & CTR
Push Notifications

Real-time traffic alerts and bike availability.

Key Metrics
  • Open Rate
  • Delivery Rate
  • CR/CTR
  • Adoption Rate
Email Targeting

Targeted promos by commuter segments.

Key Metrics
  • Open Rate
  • CR & CTR
  • Bounce Rate
  • Unsubscribe Rate
Programmatic Ads

Distribution on buses, trains, and subways.

Key Metrics
  • Page Views
  • CR & CTR
  • Bounce Rate
  • Traffic Source
Self-Help Content

Help active Uber users navigate new mobility.

Key Metrics
  • Page views
  • CR & CTR
  • Bounce rate
  • Traffic source

Target Personas: Crosstown Cohorts

By targeting daily commuters 18 to 38 who are also active Uber users, we can accelerate first-trip conversions via owned channels while saving on customer acquisition costs.

Uber HQLs

Uber to Jump trips.

  • Uber commuters
  • Workers/students
Bus Buddies

Bus to Jump trips.

  • Bus commuters
  • Workers/students
L-Train Lovers

Train to Jump trips.

  • Train commuters
  • Workers/students
Biker Besties

Referrals to Jump trips.

  • Bike commuters
  • Workers/students

Key Messaging: Carpe Diem

Position Uber-Jump as the hero in a time of crisis while urging commuters to seize the moment. Must be empathetic to the disruption of daily lives but quick to boost morale with an ethos that embraces a transformative mindset based on efficient mobility and convenience.

Voice: Community

We’re in this together.

Tone: Helpful

Bikes are just a block away.

Style: Bold New Yorker

Traffic? Fuggedaboudit.

Sentiment: Peace of Mind

Be on time with Jump.

🚲🗽 Beat L-Hell Traffic with Uber Jump🗽🚲

Hey New Yorkers, we get it. The L-train shutdown? It’s a grind out there. But fear not, because together, we’re gonna get through this. 🤜🤛

At Uber, we’re not just here to get you from A to B, we’re giving you a lifeline to keep you moving freely through the concrete jungle.

JUMP’s pedal-assist electric bikes are now only a block away throughout Brooklyn, so you can finally say goodbye to the crosstown gridlock and hello to convenience and peace of mind. No more stressing about being late to work or missing class!

With new protected bike lanes in North Brooklyn and expanded routes into Lower Manhattan, you’ve got the freedom and the wheels to bypass all the congestion and get to the city in 20 minutes or less–guaranteed!

Bumper-to-bumper on the Williamsburg Bridge? Fuggedaboudit! Be there on time with JUMP.

Let’s ride, New York!  🚴‍♂️💨________🏙️🏢🏥🏬🏦🏫_________🚦🚗🚕🚌🛵🚙🚛🛵🚗🚚

CTA: Locate a Bike | First Ride’s FREE

Ad Copy

Type: OOH Bus Stop Takeover
Headline: Rush hour? Uggghhh.
CTA: Get off the bus and Jump around.

Type: OOH Subway Takeover
Headline: Late again? Fuggedaboudit.
CTA: Beat the traffic and be on time with Jump.

Type: OOH Digital Billboard
Headline: Traffic jams make you wanna Jump
Tagline: Because bumper-to-bumper is wiggity whack.

Channel: Paid Media
Headline: L-Hell Nightmare in NYC
Subhead: Find out why so many New Yorkers are taking bikes to work. Does it affect you?

Channel: In-app Push Notification
Headline: Heavy traffic on Williamsburg Bridge
Subhead: Don’t be late! Jump up to get Downtown in 15 minutes!
CTA: Find Nearest Bike

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