Campaign details
Brand: King County Metro Agency: C+C
The Situation
- Despite Seattle's "nightmare traffic" (the fifth-worst in the nation), King County Metro was fighting a losing battle to get people out from behind the wheel and onto a bus, bike, or carpool.
- Halfway through Just One Trip, Metro's four-year campaign to encourage transit use, the program had only gotten residents to switch 100,000 solo driving trips - just 12% of goal - and recruited only 25% of the desired participants.
The Task
- For Phase II of Just One Trip, reduce 400,000 solo driving trips (quadruple the results...