The Challenge

Position Lyft and the open platform as a leader in the self-driving industry/autonomous space. Use CES to demonstrate thought leadership and ignite the collective imagination around the autonomous transportation revolution and create an authentic brand experience that raises awareness about AV and the future of transportation.

The Execution

Mixing elements from a traditional parking lot with references from an art museum to create a visually impactful experience, we wanted to create a footprint that stood out from the ‘normal’ at CES. In just 19 working days, we transformed the APTIV+LYFT CES Gold Parking footprint into an Art exhibition that showcased Lyft’s window into the future of transportation.

The Strategy

In 1983, 92% of 20 to 24-year-olds had driver’s licenses. Today it’s just 24%. All told, a millennial today is 30% less likely to buy a car than someone from the previous generation.

How can we sell the idea of not owning a car anymore?

THE RESULTS

7,712

Autonomous Rides

128,995

Consumer Interactions

4,300,000

Social Media Impressions
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