Traffic sucks in LA. It can take 1.5 hours to drive from downtown to Santa Monica fifteen miles away.
For the first time in over half a century, there’s a new train – the extended Expo Line – connecting the two in less time than it takes to drive the distance in rush hour.
But how do we get car-addicted Angelenos to use it?
On this project, I worked with an all star team of strategists who conducted extensive focus group research on how to get riders of choice (i.e., people with cars) to take the metro. I helped them condense this information and cull into strategy to inform our campaign concept and pitch.
Basically, people in L.A. hate public transportation. Two main barriers to entry emerged: they think it's too HARD to figure out how to use (looking at maps, figuring out time tables, etc.). And secondly, even if they did desire to navigate this information, it's way too inconvenient to actually wait for the bus or train and ride it. Connections take too long, and it's not efficient. There was a perception of lack of control – which, let's face it, we get. So we set out to address this in our campaign strategy.
Everything revolved around SIMPLIFYING the information – i.e., instead of showing them a bus time table, we told them that the bus runs every 15 minutes. Simple.
We also focused on INSPIRING them to try it – not by disagreeing with their concerns, which we recognized as valid, but by highlighting the pros of public transport. Which, believe it or not, actually do exist. Napping during your commute? AWESOME.
We translated these concepts of simplification, education, and inspiration into an approachable, easy to understand brand identity. This mean bright, colorful, easy to read fonts, and a logo which addressed their reluctance head on. I mean, why not try it?
Besides coming up with copy for print, OOH, logos / taglines, we also came up with a 3 step moniker to simplify purchasing and using your public transportation pass, called a TAP card in L.A. Just look it up on your app, map it out, and then tap your TAP card when you're on the bus to use it: APP it, MAP it, and TAP it.
We also came up with a 360 social strategy for Facebook, Instagram, and Twitter. This include visual storytelling, bite size how-to’s, Twitter parties, and user generated content. We strategized campaign-specific hashtags to tease to sustain the campaign, including pre-existing and general hashtags to boost engagement.
I helped put together the pitch deck to successfully land the client, and my copy concepts went on to inform the rest of the campaign.