Capital Metro

Brand Strategy / Content / Social / Integrated Campaigns

SITUATION 

The vast majority of University of Texas students didn’t know they could use their student ID to ride any Cap Metro bus or train anywhere in Austin, free. They also didn’t know the basics of how to use public transportation. Ridership was in sharp decline.

SOLUTION 

The things we needed to teach students were simple. How to ride the bus free. How to get off the bus. How to be a good passenger. How to get to ACL. To do this, we created an instructional campaign that featured a series of simple lessons. UT student ridership increased 18%, exceeding the original 5% increase goal.