Lyft unveiled Amp, the rideshare industry’s first in-car connected device. Designed to make passengers’ and drivers’ in-car experience smarter, safer and more fun, Amp is an iconic and innovative device that will enable personalized rideshare experiences. As part of this announcement, Lyft also revealed its latest brand campaign, “Ride on the Bright Side.” Set to run through the end of 2016, the campaign highlights the friendliness, safety and efficiency of Lyft’s service while giving a playful wink to the rideshare industry’s competitive landscape.
Amp will hit the road on December 31, 2016 in San Francisco, Los Angeles, Las Vegas and New York City, and roll out to all of Lyft’s 200+ markets by mid-year 2017. The ambient lighting on Amps front will be visible in windshields, and the hidden screen on the back of the device displays messages pushed through a bluetooth connection. By matching the device’s color to that displayed in-app on the passenger’s phone, drivers and passengers can easily identify one another at pickup.
“With the introduction of Amp comes the retirement of Lyft’s beloved pink mustache, which has evolved from the fuzzy Carstache on car grilles, to the sleek Glowstache dashboard ornament,” said Ethan Eyler, Lyft’s Head of Ride Experience. “Both paved the way for Amp, which will sit on dashboards, illuminating the streets with an iconic glow while better connecting drivers and passengers.”
NATIONAL BRAND CAMPAIGN
Also announced today is Lyft’s “Ride on the Bright Side” brand campaign, developed in partnership with agency of record Made, that brings to life the reasons customers choose Lyft. Four TV spots directed by award-winner Wayne McClammy and out-of-home advertisements featuring illustrations by artist Noma Bar are set to go live this week. The TV ads, which star Tobias Jelinek from Netflix’s hit show ‘Stranger Things,’ take a comedic look at Lyft’s people-first commitment and the overall rideshare landscape.
Both the TV and out-of-home elements were built around a multi-month research process that uncovered the factors driving consumer preference for Lyft: experience, driver quality and safety. These pillars of the brand shine through in Lyft’s second national advertising campaign.
“We’ve always heard from our drivers and passengers that they love Lyft’s friendly service, and now we know that 97% of people who have used Lyft are likely to recommend us to someone else,” said Melissa Waters, Head of Marketing. “Ride on the Bright Side’showcases our momentum, highlighting why customers consistently choose Lyft.”