AC Transit Automated Citation Videos

Target Audience: The campaign was focused on reaching the broader East Bay community, particularly drivers, including delivery drivers and gig economy workers, with information about AC Transit's new automated citation technology.

Strategy Objective:To inform area drivers of the new automated citations, and to allow the media to easily share information about the new AI technology, AC Transit created 2 videos. The first video acted as a news release when the technology launched on BRT routes targeting bus-only lane violations. The second video was launched several months later as a commercial that ran on a local news station when the warning citations began for drivers illegally stopped or parked in bus stops. The idea was that the videos would catch the attention of the public and be easy for the media to use, as we anticipated a lot of buzz with the popularity and growth of AI, particularly in the Bay Area.

Situation Challenge: AC Transit was instrumental in passing bill AB 917, which allows transit agencies across CA to use forward-facing cameras to cite vehicles illegally parked in bus stops and transit-only lanes. As required by the bill, AC Transit was required to notify the public with warning citations for 60 days. During the initial 60 days, motorists identified by law enforcement as violating the bus stop or bus lane law received a warning notice sent to the vehicle's registered owner by mail. The videos were one tactic we used to quickly and effectively reach the public during the initial 60 days.

Results Impact: The video news release received a lot of buzz. Released in mid-June, it generated 14,144 views on YouTube, and was picked up by several local news outlets across radio, television, and print media. AC Transit social media posts on X, Facebook, and LinkedIn linking the video news release received 44,663 impressions and 4,021 engagements. The TV commercial was produced by AC Transit and run on KTVU Fox 2, the Bay Area's leader in broadcast news. The video received 270k streaming impressions. It was also aired during news broadcasts in the morning, afternoon, and evening, as well as during prime time, totaling 115 spots. The ad campaign generated further buzz, resulting in more news outlets picking up the story in August.

Why Submit: The automated citation videos were created to be seen and shared easily. With AI being a hot topic, we knew the launch would generate questions and possibly concerns, and the videos were both quick and to the point, while also conveying several key points that might have been missed using other tactics. This campaign was able to leverage the videos across multiple platforms, allowing us to create very few deliverables, but still seeing high engagement and reach. It should win because while the videos are different in approach, they worked together to reinforce the important message about keeping bus stops and lanes clear in an innovative way.