We were tasked with the assignment to get 10,000 more commuters to ride Metra, specifically targeting non or occasional train riders living within a mile of the station. These occasional riders tend to only take the train when weather is bad in order to get to work on time. They don't see themselves taking Metra because they don't like the idea of being tied to a schedule, and prefer to be in control of their time.
Our approach to this addressing this conflict was to highlight the emotional control Metra provdies it's riders. Although every day commuters are so busy working towards reaching the life they want, they are often not living the life they want. Metra offers a solution.
There's a book that's been on your nightstand for a month. An anniversary party that needs to get planned. Quarterly reports waiting in your inbox. Your to-do list has only gotten longer, and the roads are jammed with traffic. There's a way to take back control of your life and get more out of your time. It starts with a ride on Metra.
Outdoor Bilboards
Social Media
After the Make Better Time outdoor campaign has been firmly established, we would pose a question to the public at large: how do you make better time on Metra? Using #mybettertime people would share all the things they do during their Metra rides, from catching up on paperwork to updating their blog.
Guerrilla
Pressure-sensitive stairs let you check off to-do list items with each step you take.
Community Volunteering Event
Parnter with one or two charities (e.g., the Greater Chicago Food Depository or Habitat for Humanity) that help make better lives for Chicagoans to provide over 1,000 free rides for their volunteers.
