To make paying transit fare easier for riders, York Region Transit (YRT/Viva) launched a Metrolinx smart card fare program, PRESTO, in July 2011. Initial uptake of the PRESTO card was lower than expected, so YRT/Viva brought our team on to develop an updated, integrated transit campaign to help raise the circulation to 366,000 PRESTO cards by the end of 2013.
Supported by the insight that youth are the heaviest adopters of new tech and are influenced by its perceived value, Acart created a memorable transit campaign for PRESTO with the key goal of delivering a product message which focused on the user experience in very simple terms, “Tap Green, Ride Blue” (the YRT/Viva bus fleet is painted blue and the smart card is green). The creative had a strong call-to-action to a dedicated PRESTO page which explained in detail the tangible lifestyle benefits that the automated card could bring and instructions about how to use and reload the card.
With our help, YRT/Viva achieved its target of registering and activating 366,000 cards by the end of 2013. In fact, sales of PRESTO were so successful that in Q4, Monthly Express paper passes were discontinued.