METRO's Low-budget In-House Video to Promote APTA's Dump the Pump Week.

Target Audience: This entry was designed to target the general public, especially non-riders, who might consider "driving less and doing more" by riding METRO.

Strategy Objective:Love it or hate it, people are drawn to DRAMA...especially when it is someone else dealing with it. This video used a real-life situation to address the dilemma of driving versus riding and what METRO offers the viewer.

Situation Challenge: The challenge was to promote the APTA Dump the Pump Week message in a way that would captivate the audience's attention, while effectively conveying ideas that breaking up with the love affair Houstonians have with their car can be liberating - like ending a bad relationship. We feel that this video stands out among the barrage of messaging we encounter every day.

Results Impact: This video was created to help increase awareness, as well as entice people to drive less and consider giving public transit a try. According to our analysis, 80% of the more than 50,000 online viewers watched the :45 video from start to finish. This fact is almost unheard of with online videos, not to mention one of this length.

Why Submit: We wanted to create something that was fun and could captivate the short attention span of social media viewers, while still conveying our message. People love drama and the fact that the video leads viewers into thinking that they are witnessing a romantic breakup is really rewarding. This entire project was produced in-house and with almost no budget, and still effectively convey the Dump the Pump message. We feel this video gives the viewer good reason to pause and at least think about avoiding the drama of driving and giving public transit a try.