New work showcases just how stress-free public transportation can be
MINNEAPOLIS (August 30, 2018) – Clarity Coverdale Fury (CCF), in partnership with client Metro Transit, launched a multimedia campaign for the brand last week. The work uses humor to show what happens when road rage starts creeping into commuters’ “off the road” life. The results are funny, albeit embarrassing. The campaign leverages an insight uncovered during formative research: While the general public appreciates public transportation, those who only ride occasionally (or not at all) don’t necessarily think it’s right for everyday commuting—it’s not as convenient as they want, as easy as they want, or as accessible as they want.
The campaign, “Ditch the Drive, Join the Ride” aims to change the perception of these occasional or never-riders. Using Metro Transit can remove the hassles of traffic, construction, road rage and stress that often come along with commuting, both on and off the road.
“This campaign speaks to the truth that Metro Transit has designed their services to make it easier on the public—whether they depend on public transportation 100% of the time, or are occasional riders. The humor is meant to spur people to really contemplate how their commute affects them off the road,” said Jim Landry, Executive Creative Director at CCF.
“There are many advantages to riding transit, and one of the most appealing is the ability to turn commutes into a relaxing or productive part of the day,” Metro Transit Marketing Director Bruce Howard said. “With road construction impacting commuters across the Twin Cities, this campaign comes at a great time to remind people that other options are available.”
The multimedia campaign launched last week with digital videos and out-of-home, and runs through October.
About Clarity Coverdale Fury
Clarity Coverdale Fury (CCF) is an award-winning Minneapolis-based advertising agency that believes in behavioral change for the good. For 39 years, CCF has partnered with brands that share a desire to have a positive impact on society and the world. As a full-service agency, CCF specializes in brand planning, strategy and research, creative, and media planning and buying.