Even though DART connects thousands of North Texans to work and play every day, the brand has no connection to the culture of the city. The brand was perceived primarily functionally by consumers. We aimed to build an emotional connection with area residents, while increasing awareness in a metroplex where public transit is not widely adopted.
We turned our buses and trains into canvases for a Dallas cultural icon. We collaborated Erykah Badu to create Movin’ and Groovin’, a campaign which included a custom bus and train wrap design in collaboration with Ms. Badu herself, a sweepstakes for VIP passes to her iconic birthday bash and digital content built around Badu’s favorite DARTable destinations.
We bet on culture, and it worked. The campaign saw over 8 million total impressions across digital and social, 400 million earned media impressions and $4.9 million in earned media value.
