NTTA (North Texas Tollway Authority) wants to save motorists money by encouraging Dallas/Fort Worth residents to sign up for a TollTag, but people don’t always trust brands, especially when the brand is a government agency.
Who do people trust? Other people. Word-of-mouth from friends, family, even a stranger online, can be a huge motivator. But since we couldn't get everyone's friend to tell them to personally get a TollTag, we created brand ambassadors who felt like everyone's friend to deliver the message for us.
Those friendly new ambassadors – puppets. Our puppets told everyone about TollTags, through culturally relatable music and through relevant stories in a way that would make them stop, smile and get a TollTag.
We told our stories through TV spots, Hulu, billboards, radio, Pandora, Spotify, display ads, direct mail, social media, events, in English and in Spanish and even a TV news segment with a live puppet.
(And we were able to get North Texas drivers to appreciate toll roads just a bit more.)
NTTA Word of Mouth
NTTA campaign case study
Strategic plan for NTTA 2023
An example of my strategic thinking, branding, planning and presentation in the process of developing marketing directions for a brand. The plan addresses our targets, insights, media, marketing priorities and the creative brief that established our marketing road map for 2023.