Like a bussssssssssss
STL
The pandemic’s impact on the Société de transport de Laval (STL) public transit agency was enormous, equalling a 60% drop in ridership. While some Laval residents were gradually returning to their pre-COVID transportation habits, the STL still needed to get people back on board since the pandemic had fast-tracked certain new realities (teleworking, distance learning, etc.).
Winning hearts and minds in Laval
No doubt, it will be some time before the STL returns to pre-COVID ridership levels. Still, we wanted to remind users—those who regularly rode the bus before the pandemic—that for many reasons the bus is still a smart choice.
Winning hearts and minds in Laval
No doubt, it will be some time before the STL returns to pre-COVID ridership levels. Still, we wanted to remind users—those who regularly rode the bus before the pandemic—that for many reasons the bus is still a smart choice.
Carve out a place in popular culture
The campaign’s tagline, approach and tone gave a not-so-subtle nod to the Lonely Island video clip “Like a Boss.” Doing so made it possible to clearly demonstrate the many benefits of taking the bus without being too serious. We were also able to drive home the fact that current users were making a smart choice, plus, partnerships with various events and The Rocket hockey team, among others, connected the campaign to Laval’s pop culture.
Carve out a place in popular culture
The campaign’s tagline, approach and tone gave a not-so-subtle nod to the Lonely Island video clip “Like a Boss.” Doing so made it possible to clearly demonstrate the many benefits of taking the bus without being too serious. We were also able to drive home the fact that current users were making a smart choice, plus, partnerships with various events and The Rocket hockey team, among others, connected the campaign to Laval’s pop culture.
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