The Metropolitan Transportation Commission (MTC) rolled out a new website with improved tools and resources to help San Francisco Bay Area commuters get around. 511.org is a one-stop phone and web source for up-to-the-minute Bay Area traffic, transit, rideshare, and bicycling information. Known for it’s reliable information, 511 is a trusted source for the people of the nine counties it serves. What was needed though, was a creative boost with their campaigns to help promote 511’s relevance, new services, and drive traffic to it’s new site and phone lines.
300FeetOut delivered with creative campaign concepts ranging from fun, to downright daring. Pushing 511 a bit out of their comfort zone was exactly what they were seeking in choosing an agency to help with their next campaign. Dubbed ‘#511it’, the campaign engaged their audience with a playful and whimsical edge. Focusing on day-to-day transit situations, the creative depicted imaginative scenarios showing how you could benefit, if you #511it. Hand drawn doodles over the photography personalized the experience — replicating what many are doing on social media platforms with filters and drawing tools (aka their fingers). Verbing 511 and integrating the hashtag into the campaign encouraged people not think of 511 as just a thing, but an action. From transit superheros to jetpack joyriders, let’s ‘511it’.