Trains move the crowds, Divvy beats them. Be a weatherproof rider all year round and take control of your commute. My role in this project was to create a campaign that encourages riders to Divvy during their lowest rider season - the winter.
Illustrated by the talents of Erin Ploen
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Out of home ads will be strategically placed in high-traffic commuting areas.
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To highlight the benefits of riding in the cold, billboards will be placed at Divvy docking stations across the city. Whenever the temperature drops below zero degrees riders will save that same percent-off single rides for the day.
Cycling Challenge
To encourage more riders to brave the elements during the harshest time of year, Divvy will partner with the workout app Strava to create 3 Months of Madness, a cycling challenge running from January 1st until the end of March, the competition will track how many miles a rider bikes on a Divvy bike during the 3 months. Winners will receive a free annual membership and a winter gear package from REI.
CW: Sophia Campanelli