merit
Metrolink launched the Student Adventure Pass, a pilot program enabling students to ride Metrolink for free. Metrolink collaborated with over 35 colleges, schools, and school districts to promote this initiative. Clever played a crucial role in the project by crafting creative assets for the program. These assets included materials tailored for specific service lines and partner schools, ensuring a broad and effective outreach. Our efforts were integral in the overall branding and promotion of the Student Adventure Pass, engaging students and educational institutions alike.
The challenge was to create a campaign that resonated with a diverse student audience and highlighted the benefits of public transit, while also driving measurable engagement and adoption.
The campaign sparked meaningful conversations about equitable transportation access and built awareness of public transit's role in reducing car trips, easing gridlock, and enhancing quality of life in Southern California. We had a 2,000+% increase in app downloads following campus activations, with 23,000 mobile passes sent and 15,000 total activations.
Quantitative Metrics
2,000+% increase in app downloads following campus activations.
23,000 mobile passes sent and 15,000 total activations.
Earned media value of $1,708,518, reaching 45.5 million people through:
31 online/print sources.
6 TV mentions.
3 radio mentions.
Email Campaign Results:
83,000 emails delivered with a 46.57% open rate and 5.36% click-through rate.
Positive Consumer Sentiment:
Social media engagement generated UGC, reflecting strong audience connection.
Qualitative Impact
The campaign sparked meaningful conversations about equitable transportation access and built awareness of public transit's role in reducing car trips, easing gridlock, and enhancing quality of life in Southern California.
