CapMetro wanted to get commuters and event-goers to ride MetroRapid more regularly. To succeed, they’d have to overcome the stigmas associated with riding the bus; Like the idea that they're only for people who can’t afford other forms of transportation, or that they’re inefficient and poorly cared for.
We created the Real Riders campaign, featuring real Austin riders that ran the gamut from the UT student next door to a guy who dresses up like Batman. Each execution with its bold graphics and Austin-weird authenticity featured a real reason to ride the bus.
Results: 45% + weekday ridership increase and 80% + weekend ridership increase and Silver Davey Award winner