METRO TV Spot to Educate the Public on METRO's Service to the Community.

Target Audience: This entry was designed to target the general population, as well as influentials, touting METRO's efforts to promote increased mobility, while providing reliable and efficient transit service across the Greater Houston region.

Strategy Objective:Our strategy for this particular spot was to find a way to promote METRO's extraordinary efforts to keep the Houston region moving, as well as other services we provide, in a way that viewers would find difficult to ignore. As the theme with previous spots in this campaign, we used an actual rider who possesses a very special talent. Ms. Marie Brown is a renowned Slam Poet, and a regular rider of METRO's local bus and light-rail services. We felt that the strength and confidence that Ms. Brown brings through her delivery would most definitely command people's attention. We felt that this spot would easily cut through the clutter of local car dealer, retail and fast food commercials that inundate local television.

Situation Challenge: We wanted to educate the public as to what METRO does for the community. Sure, everyone knows about our buses and trains, but METRO is so much more, and we needed to convey this to the people. We also know that public sentiment for a government agency isn't always the best, we needed to show what METRO is doing for the community , in addition to the basic services we are known for. This was our struggle.

Results Impact: The Marie Brown spot garnered more than 10 million impressions during its television run and was featured on the local abc13.com site, as well as across social media.

Why Submit: The uniqueness of this spot neither looks not sounds like anything currently running on Houston television. Our objective was to inform and educate the viewer on METRO's extraordinary efforts to increase mobility across the region. We feel that we have achieved our objective, and in a most entertaining way - not to mention loudly and clearly. Mission accomplished.