CapMetro
Bus Ridership Campaign
Services
Industry
Cap Metro
Sensis was brought on to encourage Austinites to rethink their conventional modes of transportation and emphasize Capital Metro as a crucial and inexpensive public good available to most commuters at most peak times, and thus increase commuter and event-goer ridership of the 801 and 803 Metro Rapid bus lines.
Our team evaluated existing Capital Metro audiences and concluded that while public transit was clearly a desirable service for most commuters, many of them were unsure as to whether Capital Metro’s locations and service hours would work for their schedules.
Our team chose to hold a mirror to Austinites’ faces by showcasing real riders of public transit from the Austin Collective photo portrait series originally commissioned by CapMetro and rebranded for our campaign.
Execution
We designed assets for bus wraps, digital display, and social media using the likenesses of known Austin public figures. Our media team geo-targeted a narrow ¼ mile corridor, utilizing radio, digital and social, Snapchat, athletic sponsorship assets, and out-of-home.
