Wally Takes the T

Target Audience: The primary target audience for the "Wally Takes the T" campaign was the general public within the Boston DMA, including a specific focus on Red Sox and sports fans, a group identified as the "gang of 500." This demographic was chosen for their potential interest in using public transportation for sports events and daily commutes. Additionally, the campaign aimed at both existing and new customers/riders of the MBTA.

Strategy Objective:The strategic approach employed a multi-channel strategy, utilizing platforms such as CTV/OTT, paid social media (including Facebook and Instagram), and YouTube. These platforms were chosen for their wide reach and ability to engage the target audience effectively. The campaign featured engaging video content, capitalizing on the recognizable and beloved figure of Wally the Green Monster to draw attention and foster a connection with the audience. The strategy aimed to achieve scale and reach, promoting the MBTA as a preferred transportation method to Fenway Park.

Situation Challenge: The campaign was initiated in response to declining ridership numbers for the MBTA. It sought to re-engage the community, particularly sports fans and regular commuters, by leveraging the popularity of the Boston Red Sox and their mascot, Wally the Green Monster. This approach was designed to revitalize public interest in the MBTA and promote its use as a convenient and enjoyable mode of transportation to Fenway Park and other destinations.

Results Impact: The "Wally Takes the T" campaign was remarkably successful, achieving a total of 10.67 million impressions, which includes 5.67 million paid and an additional 5 million organic impressions. This impressive reach was complemented by 3.1 million video completions, maintaining a high video completion rate (VCR) of 55%. The campaign also generated significant website traffic, driving 9,828 secondary clicks to the MBTA website. Executed with a budget of $85,514 over an 8-week period, the campaign effectively maximized both visibility and engagement. This innovative approach, leveraging a multi-channel digital strategy and the appeal of a beloved sports mascot, resulted in a noticeable increase in ridership and significantly boosted public awareness of the MBTA's services.

Why Submit: This entry was submitted for the AdWheel Award to highlight its innovative approach in integrating a popular cultural icon with a strategic multi-channel marketing campaign. "Wally Takes the T" effectively revitalized interest in public transit among a diverse audience, achieving significant results in ridership and online engagement. The campaign's creativity, effective use of digital media, and tangible impact on public transportation usage make it a model of excellence in marketing and communications, deserving recognition at the AdWheel Awards.