THE ASK:
Increase TollTag penetration across the entire DFW region by addressing the barriers that are keeping people from converting.
TARGET AUDIENCE:
Top 50 zip codes in the DFW Metroplex that have ZipCash users with propensity to convert to TollTag.
This group wants to save time and money but are not sure how, and this uncertainty gets in the way of them getting a TollTag.
THE IDEA:
Save here. Spend there.
Let’s be honest, people are a bit self-absorbed. They see what they could save per toll with a TollTag but think, is pocket change really worth my extremely valuable time? The answer, of course, is yes. A TollTag gives consumers more time and money per year to express themselves and indulge in the things they love. So, to illustrate this to drivers, we’ll connect yearly TollTag savings to eccentric personalities treating themselves.
