Our work was multifaceted—create digital marketing campaigns that informed communities along the MBTA Commuter Rail Fairmount Line, grow awareness of service options and encourage ridership beyond the typical 9-5.
Our campaign utilized a mobile-only, geofenced media strategy that prioritized communities who have historically had the least access to high frequency transit.
When one stepped within walking distance of a Fairmount Line station stop, they were served ads with messaging that highlighted increased frequency of weekday trips and alternate methods of payment (CharlieCard).
Our creative partnership with Keolis included production of a :30 spot which debuted on streaming services this summer.
The "Go green with purple" campaign is designed to educate riders on the environmental impact made when they opt to ride the commuter rail instead of driving. The initial set of digital ads then scaled to out-of-home executions.
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