Client Background:
MiWay, a transit service provider, embarked on the "On MiWay" 2018 advertising campaign to stimulate transit ridership among students and youth. The campaign aimed to create a strong brand association with the youth demographic while also educating parents about the safety and independence offered by MiWay.
MiWay, a transit service provider, embarked on the "On MiWay" 2018 advertising campaign to stimulate transit ridership among students and youth. The campaign aimed to create a strong brand association with the youth demographic while also educating parents about the safety and independence offered by MiWay.
Design Challenge:
The challenge was to craft a resonant campaign that effectively reached and engaged youth, compelling them to choose transit for their recreational activities. The primary objectives included elevating brand affinity, driving ridership growth, and fostering emotional connections by portraying MiWay as an enabler of vibrant experiences.
The challenge was to craft a resonant campaign that effectively reached and engaged youth, compelling them to choose transit for their recreational activities. The primary objectives included elevating brand affinity, driving ridership growth, and fostering emotional connections by portraying MiWay as an enabler of vibrant experiences.
Design Solution:
In collaboration with MiWay's team and guided by their objectives, the "On MiWay" campaign strategically positioned transit as a conduit to exciting pursuits like sports events, music festivals, shopping, and social interactions. By tapping into the emotional significance of these activities, the campaign narrative resonated with the youth's decision-making process. To maximize impact, the media budget of $115,000 was allocated with a 60-40 split between out-of-home media and digital/social platforms, respectively.
In collaboration with MiWay's team and guided by their objectives, the "On MiWay" campaign strategically positioned transit as a conduit to exciting pursuits like sports events, music festivals, shopping, and social interactions. By tapping into the emotional significance of these activities, the campaign narrative resonated with the youth's decision-making process. To maximize impact, the media budget of $115,000 was allocated with a 60-40 split between out-of-home media and digital/social platforms, respectively.
Results and Impact:
The campaign achieved remarkable results, including over 37,000 sessions on the campaign website, surpassing benchmarks. Google Display Network generated 24,994 clicks, far exceeding reach expectations. Facebook interactions soared with 180,750 total engagements, setting a new engagement rate record. The Snapchat camera filter garnered extensive sharing, indicating strong brand affinity among youth. Notably, Youth PRESTO trips surged by 28% in the first month and 36% in the second, directly correlating to the campaign's influence on ridership. In 2020, MiWay's impactful approach was recognized with a prestigious leadership award from the Canadian Urban Transit Association (CUTA) for excellence in youth marketing.
The campaign achieved remarkable results, including over 37,000 sessions on the campaign website, surpassing benchmarks. Google Display Network generated 24,994 clicks, far exceeding reach expectations. Facebook interactions soared with 180,750 total engagements, setting a new engagement rate record. The Snapchat camera filter garnered extensive sharing, indicating strong brand affinity among youth. Notably, Youth PRESTO trips surged by 28% in the first month and 36% in the second, directly correlating to the campaign's influence on ridership. In 2020, MiWay's impactful approach was recognized with a prestigious leadership award from the Canadian Urban Transit Association (CUTA) for excellence in youth marketing.
Conclusion:
The "On MiWay" campaign's strategic blend of emotional resonance and targeted advertising significantly boosted brand equity, garnered industry recognition, and fuelled ridership growth. This case study exemplifies the success of aligning emotional appeal with strategic marketing, leading to positive outcomes for MiWay in youth engagement and transit ridership.
The "On MiWay" campaign's strategic blend of emotional resonance and targeted advertising significantly boosted brand equity, garnered industry recognition, and fuelled ridership growth. This case study exemplifies the success of aligning emotional appeal with strategic marketing, leading to positive outcomes for MiWay in youth engagement and transit ridership.
