Student work *
We had the pleasure of presenting our concept to Lynk & Co's CEO and their creative team.
Client
Read more: Lynk&Co
Role
UX & UI Design Lead, Marketing Stategist.
Carried out research, drew marketing insights, and designed the in app carpooling feature.
Carried out research, drew marketing insights, and designed the in app carpooling feature.
Problem
”Outdoor Urbans" appreciate spending time and participating in sports amidst nature's serenity but face constraints in accessing suitable outdoor environments.
Innovation
Today, we observe a significant interest among urban residents to venture into nature, where car ownership is often seen as a prerequisite for outdoor sports. Lynk Up & Get Out, is an alternative mode of transportation is provided, making nature more accessible while also promoting carpooling.
01 Research
Lynk&Co's target audience is internally defined as "Young Urbans," encompassing individuals primarily living and operating in metropolitan environments, unafraid of embracing a trailblazing lifestyle. A "Young Urban" is someone open to an alternative, flexible everyday life, endorsing concepts such as minimalism, remote working, health and environmental consciousness, and an overall cutting-edge perspective on life.
A knowledge compilation published by Gullers highlights attitudes toward outdoor activities within an urban population, revealing distinct and relevant hindrances such as Transportation Options, Accessibility, and even Loneliness. Regarding transportation, a significant portion relies on public transit, while lacking knowledge of how or if they can access specific natural areas through it.
Several studies indicate that the target audience's mental well-being would benefit from increased exposure to nature. Individuals with a strong connection to nature tend to experience less depression, reduced anxiety, and overall increased happiness. Another relevant consequence of regular nature immersion is heightened engagement in environmental initiatives, both on a large and small scale.
We were able to identify a new target group for Lynk&Co, one we chose to call Outdoor Urbans. We decided to focus our campaign around a segment based on psychographics, lifestyle and interest rather than demographics alone.
Why Outdoor Urbans? We found an opportunity within a key consumer problem.
Why Outdoor Urbans? We found an opportunity within a key consumer problem.
02 Solution
Key consumer problem.
Weather conditions changes quickly and when it allows certain activities Outdoor Urbans get desperate to find a ride to get out in nature.
Weather conditions changes quickly and when it allows certain activities Outdoor Urbans get desperate to find a ride to get out in nature.
Problem statement.
Outdoor Urbans appreciate spending time and participating in sports amidst nature's serenity but face constraints in accessing suitable outdoor environments.
Outdoor Urbans appreciate spending time and participating in sports amidst nature's serenity but face constraints in accessing suitable outdoor environments.
Solution.
Lynk Up & Get Out is a new app feature offering transportation based on weather forecasts, making nature more accessible and promoting carpooling. This aligns with SDG 12.8, "Promote universal understanding of sustainable lifestyles," by enhancing transportation efficiency and raising awareness of eco-friendly practices.
Lynk Up & Get Out is a new app feature offering transportation based on weather forecasts, making nature more accessible and promoting carpooling. This aligns with SDG 12.8, "Promote universal understanding of sustainable lifestyles," by enhancing transportation efficiency and raising awareness of eco-friendly practices.
03 Carpooling Application
Through the app, multiple users are connected, enabling them to share a car instead of each individual using separate vehicles. During login or account creation, the user specifies the type of activities they are interested in.
When favorable weather conditions arise, the app notifies the user of potential carpooling opportunities for those activities. By integrating this feature into the existing app, Lynk&Co enhances its offering, fostering a more sustainable and efficient way for users to share transportation resources.
Notifications - Provides information about weather-dependent current activities that match the user's interests.
Activity feed - Scroll trhough a feed of current activities, locations, and forecasts.
Reserve - Reserve an available spot for the chosen destination & activity, or initiate a new carpooling session.
Share & Invite - Share & invite private contacts or Lynk&Co members to carpool together.
Activity feed - Scroll trhough a feed of current activities, locations, and forecasts.
Reserve - Reserve an available spot for the chosen destination & activity, or initiate a new carpooling session.
Share & Invite - Share & invite private contacts or Lynk&Co members to carpool together.
05 Campaign
The "Lynk Up & Get Out" campaign blends digital and natural worlds, integrating sports and social networks with Lynk&Co's innovative service. By highlighting emotions and user experiences rather than just the car, it modernizes traditional car advertising. The campaign's bold visuals—using contrasting colors, digital patterns, and glitch-style typography—ensure strong brand presence. Strategically targeting key platforms, the campaign aims to boost Lynk&Co’s brand image and drive growth. Success will be measured by tracking new memberships, reflecting the campaign's impact on short- and long-term engagement.
Campaign assets will be distributed across Lynk&Co’s social media, magazines, and billboards. Eye-catching newspaper ads will appear in daily papers and trade magazines. A lifestyle magazine with profiles and tips on natural areas will be placed in all Lynk&Co cars. Social media will showcase the experiences enabled by Lynk&Co’s new service, while branded cars will act as moving billboards in urban areas.
