Until recently, tollbooths were a fact of life in Massachusetts, like taxes or homework. When the Massachusetts Department of Transportation set out to eliminate them, the challenge wasn’t informing the public; it was easing people through a major disruption in their lives. That’s when MassDOT brought us on board. Our campaign hinged on E-ZPass: the more people we could sign up before the go-live date, the easier the transition. As we zeroed in on the procrastinators, easy became our mantra. Clever, lighthearted copy drove home the message that E-ZPass made your life easier. The result: 170,000 new drivers enrolled – an 88% increase from the previous year.

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