Journey Toward Bigger and Better Things in Lyft Campaign

With summer wrapped up and all eyes on fall, SpecialGuest was brought in by Lyft earlier this year to quickly turn around a campaign for one of their biggest moments of the year. 

With the need to quickly deliver highly tailored creative, SpecialGuest embedded themselves within the Lyft marketing team to understand the unique product messaging requirements and creative ambition. 

The result was Lyft’s new brand campaign, launched this summer, “Where Are You Going?” Based on the welcoming prompt in the Lyft app, the campaign turns every ride into a journey toward bigger and better things. More than just getting to a physical destination, it’s about helping riders and drivers arrive at their fullest potential.

The close partnership allowed SpecialGuest and Lyft to concept, produce, and deliver over 50 executions that contextualised product features to social platforms, restaurants, stadiums, and airports. The campaign launched on June 27th on Connected TV, OOH and social and will continue to deploy across key markets through the fall on October 1st. 

This is the first brand campaign with new CMO, Brian Irving, at the helm.

"We were inspired by the same question every rider sees when they open the Lyft app: 'Where are you going?' It represents so much of what Lyft provides - the tangible and intangible of what it means to be going somewhere," said Brian Irving, chief marketing officer at Lyft. "We obsess over our customers' wants and needs, and, in this cultural moment, we know that both our riders and drivers are trying to maximise every bit of every day."