KCATA's Johnson County Video

Target Audience: Residents of Johnson County were the target audience for this entry.

Strategy Objective:The main focus of this short video was to inform potential riders that it is easy to ride the bus with RideKC's new mobile app. Riders can pay their fare, track their ride, and plan their trip, all within the app. We wanted to show the ease of riding the bus and that riders could "take their time back," rather than spending it driving. We also highlighted staying "connected" as a benefit because riders can use their time to work or study with their mobile devices by using our free wifi that is available on all buses. The strategy behind the campaign was to use paid and unpaid social media as our primary source to push out this content. We hosted the video on our YouTube channel and also emailed the video to our Johnson County community and partners.

Situation Challenge: KCATA and Johnson County wanted to bring more awareness to the RideKC brand, after the completion of a rebranding effort which changed the service name from "The Jo" to "RideKC" at the beginning of 2018.

Results Impact: The video ran on Facebook and Instagram for just over a month. It reached 34,210 people and had 50,513 impressions. It received an additional 9,000 impressions on Twitter after running for an additional five days. With this video, greater public awareness was achieved.

Why Submit: This video is deserving of an Adwheel award because video marketing is becoming an increasingly powerful tool on social media and, based on impressions, it proved to bring awareness to the RideKC brand, highlighted the benefits of riding the bus, and also promoted our app. It featured music from local artist Kemet the Phantom and offered an upbeat depiction of what riding the bus is all about.