The Massachusetts Department of Transportation hired Argus in early 2016 to help strategize, create, and execute a campaign to gain public support for the upcoming change to an all-electronic tolling (AET) system across the state. To succeed, we needed to get more people to sign up for E-ZPass before the October go-live date.
Our strategy focused on the procrastinators—a surprisingly large group of people that simply hadn’t bothered to sign up for E-ZPass. The campaign used clever, lighthearted copy to drive home the message that E-ZPass made your life easier, and the transponder was free. As the go-live date approached, we added a sense of urgency, toying with the common anxiety of “missing out” on a good thing.
We’re are proud to say that, through a highly targeted and optimized online media buy – supported by out of home and radio – we exceeded the campaign target goal: 170,000 people signed up for E-ZPass accounts between July and October, 2016, an 88% increase from the previous year. Furthermore, the highly optimized online campaign resulted in a CTR of 24% – the highest our SEM team has ever seen in the transportation category, which is typically 2.5–3.5%.
ServicesCreative, Advertising, Research & Insights