Metro "Driving Force of the Workforce" Video


Target Audience: The target audience for this video was the Quad Cities community (Quad Citizens).

Strategy Objective:This video was part of a larger campaign titled "The Driving Force of the Workforce." "The Driving Force of the Workforce" is a confident statement that illustrates how our services drive the economy forward. An important part of what makes this campaign unique and a positive attribute for our brand is that it focuses on our riders – who are the "driving force" of our community – using Metro for their jobs and so much more. We specifically identified the following workers to highlight in the video: a florist, mechanic, barista, and professional. We showcased these employees using our services to get to and from a job, ending with the line "our job is to get you to yours." This video helped us showcase the unique range of jobs held by our riders.

Situation Challenge: Metro needed a fresh advertising and brand strategy for our organization to reinforce the economic impact of public transit in our community. Based on rider survey results we knew 50 – 60% of riders depended on public transit to get to and from a job. Those jobs were primarily in retail, service, professional, or traditional "blue collar" jobs. We also wanted to highlight our own front line and the important role they play in keeping our community moving.

Results Impact: We utilized both a paid and public service schedule which focused on news programming. The two week media buy resulted in nearly 200,000 impressions (DMA, 250,000). Our community saw public transit in a positive light as we reinforced the importance of public transit in our community. Our workforce felt a renewed sense of pride as "The Driving Force of the Workforce."

Why Submit: This video should win an Adwheel award because of its uniqueness in highlighting public transit as a preferred method of transportation. It is not obvious at first the commercial is advertising public transit, but the viewer quickly sees the connection between work and public transit, solidifying the role we play in getting people to and from a variety of different jobs. Our message was to create a piece that was visually and audibly catching that promoted public transit favorably, and we believe this video did just that.