Multi-Channel Campaign | Personas | Messaging | Product Launch
How do you make public transportation a buzz-worthy story?
Fare Product Launch
Metrolink
Challenge
Metrolink used a temporary grant to offer free fare rates to Southern California students. The free fare program would be extended based on the level of engagement during the trial period. The campaign would need to increase awareness for an often overlooked transportation service and compel students to sign up with Metrolink - all on a micro-budget.
Insight
Periods of transition, like starting at a new school, leave individuals open to new ideas and new experiences. By extending a light-hearted, low-risk invitation to try Metrolink's services, students could experience a different way of traveling. Additionally, younger generations are the least likely to own a car and prioritize budget-friendly transportation alternatives.
Results
The campaign generated significant earned media with 40+ publications running the story. On-campus activations and social media influencer campaigns generated engagement and conversion with a 2,000% increase in app downloads, with 16,000+ students creating accounts and activating either a mobile or paper ticket.
The campaign spanned OOH, on campus activations, partnered promotion, and social media.
