Counting on Travelers
How Imagine Helped Club Ride Convince Commuters to Care
THE PROBLEM
The Regional Transportation Commission needed help promoting Club Ride, a promotion to reward Southern Nevada commuters for carpooling, vanpooling, riding public transit, walking, bicycling and working from home.
THE SOLUTION
Imagine designed the It Matters ad campaign to both engage hearts and appeal to people’s logical side. One image features a child in a cape with the caption, “ZERO: Times I used my inhaler this week because heroes like my dad take the bus.” Another features a smiling woman in headphones gazing at a phone screen with the caption, “17: Episodes I watched while riding the bus this month.” Another shares the caption, “21: Minutes I save every day by driving in the carpool lane.”
THE RESULTS
Club Ride’s It Matters campaign made its mark in buses, on bus shelter posters and splashed across social media. The campaign drove home the message that changing commuting habits isn’t just the frugal or environmentally conscious thing to do, it can net other rewards as commuters track trips on Club Ride.
