D.C. Metro — Curt Chapkowski

D.C. Metro

With countless bus lines and six different trains, the D.C. Metro is the premiere mode of public transit in the nation’s capital. But with ridership plummeting (partially due to COVID-19) and many rider complaints voiced via social media, the D.C. Metro needed to right the ship (or bus/train car, if you will). That’s where we came in.

METRO MOVES

In an effort to regain ridership, Metro made a slew of improvements that included a simplified fare system, solar canopies, discounts for low income riders (LIFT a.k.a. Low Income Fare Transit), and a new and improved app. Our task? To let riders all over the D.C. area know about these improvements via station signage, web banners, billboards, and more. To do that, we created “Metro Moves,” a campaign dedicated to building a better future for Washington, D.C. and its surrounding areas via public transit.

OOH - STATION SIGNAGE

These ads were placed in bus and Metro stations all over the area in order to catch riders’ eyes on their daily commutes.

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DIGITAL BANNERS

We targeted riders searching for DMV transit solutions with banner ads showcasing Metro’s improvements.

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DIGITAL OOH

We created a digital “sustainabillboard” and installed it above solar canopies to demonstrate how the solar canopies were helping to create a greener D.C. in real-time.

SOCIAL/EXPERIENTIAL

To promote progress and ridership while showing off Metro’s new app, we gave free Metro rides to people on their way to vote and during museum week via Metro’s app.