ATL Transit

Situation

The region’s transit providers and the Atlanta Regional Commission created AtlTransit.com, a website that enabled users to map out a commute using the various transit systems. Creative Outhouse was tasked with helping launch the new site,  create awareness and visibility for transit providers and motivate people to use the new transit trip planning technology.

Approach

I proposed using our limited budget to focus on one audience — younger millennials, who are more open to transit. Focus group research supported this contention that among those who didn’t ride transit, there was a negative perception of the local transit systems. Those views often were unfounded. I created a campaign that showed the absurdity of sitting in traffic the time wasted, the stress created to overcome their barriers to entry.

Results

After just two months, the results were overwhelmingly positive:
• 450,000 video views
• 41,000+ website visitors
• 67,000 page views
• 8,800 trips planned