MISSION
Long Beach Transit is one of the largest public transportation agencies in the state of California, serving one of the most diverse and densely populated regions in the state. For years LBT saw diminished ridership which was consistent with most state and nationwide trends. Commune was hired to reverse this trend.
METHOD
Commune started with a robust research phase to understand the different LBT audience groups, from those who rely on the service daily to those sitting just outside the consideration set. A dash of nationally recognized award winning creative innovation combined with highly targeted and easy to measure paid media planning led to increased ridership for the service overall and an enhanced reputation in the community.
MAGIC
There is no single message that could compel a service area of 1 million + to ride the bus. But listening closely to the community made clear there were messages that could move the needle (like focusing on a/c on the bus during the summer). We worked to reflect the unique spirits and backgrounds of the community and once we looked inward, the results spoke for themselves.
116 Million
SPANISH LANGUAGE IMPRESSIONS
3,977,036
VIDEO AD PLAY THROUGHS
190,000+
BRAND NEW RIDERS YOY
The goal of this campaign was always to focus on students through student-lead placements. We intentionally targeted ads and social platforms that this younger audience was interacting with.
RIDE THE BUS WITH
Cultural (Spanish/Khmer)
