Denver Regional Council of Governments
Challenge: Brand the DRCOG RideArrangers commuter services and boost consumer and business usage.
Client Challenge
DRCOG is a nonprofit consortium of Denver-area counties. Their RideArrangers division promotes alternative transportation to reduce solo driving and its damaging affects on the environment. Consumers had little brand awareness of RideArrangers and usage of its service by both consumers and businesses was not meeting expectations. They required a highly creative approach that would first clarify the role of DRCOG as well as each of their RideArrangers five distinct commuter services: Carpool, Vanpool, Schoolpool, Telework and Guaranteed Ride Home. They needed a big boost in consumer and business usage of these services.
Our Marketing Solution
Our highly creative concept was to develop a cast of illustrated superheroes with DRCOG being the mastermind behind their efforts to save commuters from the villains of too much driving. We created a fun, colorful character for each of their five services: Carpool, Vanpool, Schoolpool, Telework and Guaranteed Ride Home.
Integrated marketing plan development.
Brand message platform and personality development for all eleven characters.
Logo design for the RideArrangers program.
Custom illustration to design six super hero and five villain characters.
Advertising campaign including print, radio, billboards and online banner ads.
Vehicle wraps for all vehicles in their Vanpool and Schoolpool programs.
Results
Our highly creative colorful cast of characters was a huge regional success that generated a high level of awareness and increased usage in a short time.
After six months, program participation increased by 22% - their largest increase ever!
Inquiries about their five commuter services increased by 50% after the campaign launched.
DRCOG was so thrilled with the campaign that they held a special press conference to introduce the RideArrangers super heroes; coverage included 7 TV news segments and at least two print articles.
RideArrangers Program Logo Design
RideArrangers Superheroes Poster
RideArrangers Billboard for Car Pool Service
RideArrangers Custom Illustrated Set of Superhero Characters
RideArrangers Print Ad for School Pool
RideArrangers Service Vehicle Wrap