Overview: I worked with Metro Transit to strategically place advertisements on different bus and light rail routes, aiming to reach a broad, diverse audience in a highly visible and cost-effective way.
With three key target demographics—busy professionals, parents, and lower income individuals—frequently using public transit, this was a natural fit. Advertising inside Metro transit buses and trains allowed for the unique opportunity to repeatedly target a captive audience for extended periods during their daily commutes, increasing brand awareness and recall, as well as the likelihood of engagement.
With a wide range of commuters and local travelers, Metro Transit provided an ideal platform for us to position our brand as a convenient solution for individuals looking to simplify their lives. While the time-saving aspect of our brand heavily resonated with parents and busy professionals, we also were able to connect with lower income individuals or those without car access via our money-saving angle. With our $1.45 delivery fee, getting groceries from Buncha was quite literally cheaper than a one-way bus ticket or a gallon of gas, making it an accessible option for those who needed it most.
I positioned our ad spots to be side by sides, allowing for the third creative below to always follow one of the first two creatives.
I worked with our graphic designer to incorporate the following elements into the designs: bright yellow for brand recognition, store logos for credibility, iconography where grocery delivery wasn’t explicit in the core messaging, QR codes for easy download access. discounts for a push to engage, and a Minneapolis callout to bring the community and local feel to the brand.
