Gravy for your Drive
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Our drivers at Fair all agree: music makes driving better, like gravy during Thanksgiving.
Fair is a disruptor in the car-leasing space. What you see on our app is what you get – straight to your door. Free from the hassle of car-buying and restrictive contracts, Fair attracted drivers who sought the freedom of transportation. Many were Uber drivers. While at Fair, we were leveraging our user data. Our team used that insight and created over a hundred Spotify playlists specifically curated for our drivers as a show of appreciation. Each playlist was also customized based on time travelled during Thanksgiving commute.
IG stories
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In both our organic feed and through targeted ads, we announced the Fair playlists for the Thanksgiving commute. This was our way of saying thanks to the thousands driving Fair cars. We used the songs to generate the graphics.
Microsite
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We created 125 different playlists, and housed them on our blog. We were lucky people at Fair loved music, and we could curate just over 300 hours of music.
Social & Mobile
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To make it easier to navigate the massive library of playlists, we invited people across our social channels to hashtag their travel time and #fairthanksgiving. This allowed us to deployed a chatbot on our DMs and bring people straight to the right selection of playlists.
Album Covers
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This was my favorite part, transforming our brand elements into something unique, but still Fair. I kept one of my favorite playlists. Feel free to give a listen here.
ECD: Colin Jahn
Creative Directors: Arron Bleasedale, Gabe Johnson
