The new multimedia campaign targets Millennials and features oversized foam “A” and “B” characters, with a cast of improv comedians, waiting for and riding the Metro Transit bus. The effort shows riders who may have not considered or are unsure of public transportation that Metro Transit has the tools to make riding easier.
“There are parts of the process of taking public transportation that potential riders are unsure of,” said Clarity Coverdale Fury President, Rob Rankin. “With Metro Transit’s new mobile-friendly website and payment options like the Go-To card, riding the bus, light rail or Northstar train is really easier than you think.”
A TV spot, corresponding online video and online banner ads will begin airing this week in the Twin Cities market and will be followed by out-of-home and direct mail in the coming weeks, all of which will feature the “A” and “B” characters.
Metro Transit is also launching a landing page for the campaign and plans to have the “A” and “B” characters at events.
“The A and B characters gave us a very animated, visual way to show how taking Metro Transit is really easy. Plus, they work great in both TV and out-of-home, so the campaign is very connected,” said Creative Director Jac Coverdale.
To see the work and learn more about the campaign, please click here.