Introducing Mobile Ticketing

Target Audience: The target audience for this promotional video (produced in :15 and :30 versions) included RTD riders who utilize day pass and would be interested in mobile ticketing as an option as well as riders who were willing to test the app and provide honest feedback on its usage. Day Pass user demographics include males/females, 25-34 who make 2.3 or 2.4 trips per day, primarily to and from work, but who also use service during off-peak hours. Day Pass users account for one-third of all users on rail, bus, and the two combined.

Strategy Objective:As the app was launched with limited product offering (day pass only) and as there was no direct channel to reach the limited audience, our objective was to strategically place advertising in channels that would maximize exposure but include messaging that made clear there was limited audience that would benefit from the current product offering. Since this was a new digital product offering, we determined that a short instructional/commercial video, highlighting the who, what, when, where, and why of the app, would be able to reach audiences effectively.

Situation Challenge: Late last year, in mid-December 2017, RTD launched a new app that allows customers to purchase and pay for their bus and rail fare using their mobile phone. The RTD mobile ticketing app was created to improve convenience and accessibility for our riding public, while also reducing costs for RTD. The app was launched with limited fare products (Day Pass) with the intent to expand product offerings in the neare future. Offering limited fare products on the app, when all fare products were offered through other channels, presented a challenge in creating an awareness about the new app but in reaching limited audiences who might best benefit by using it.

Results Impact: The motion graphics video ran primarily on our social media channels (Facebook and Twitter) and has received over 13,000 views since it launched in December 2017. A second more extensive :30 video was also created. Feedback from our customers has been positive with many comments in favor of the app. The video helped drive considerable traffic to the application. Since it's launch in December 2017, RTD has sold more than 550,000 local regular and discount Day Passes through the Mobile Ticketing App, accounting for more than $2.5 million in revenue through September 2018.

Why Submit: The simple, yet creative and engaging, educational motion graphics video positioned and introduced the new application with an array of benefits that we knew were important to our customer base and have been suggested throughout the transit industry to improve overall customer satisfaction. The video was produced solely through our in-house marketing department at absolutely no cost. The use of animated graphics was eye catching while the messaging simplistically promoted the availability and advantages of the app.