Way to Go

Brand Awareness and Commuter Engagement
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CLIENT CHALLENGE

Change Denver metro-area commuter behavior and reduce single-occupancy vehicle miles traveled.

Way to Go is the transportation demand management program of Denver Regional Council of Governments (DRCOG) that encourages smarter commuting options, reduces single-occupancy vehicle miles traveled, and works to change Denver metro-area commuter behavior.

In an effort to further the organization’s mission and achieve its traffic congestion and air quality goals, Denver-based brand agency COHN was tasked with improving brand awareness and customer engagement.

Objective: Change Denver metro-area commuter behavior and reduce single-occupancy vehicle miles traveled.

OUR SOLUTION

Collectivism

In researching various behavior-change methodologies and studies as a “best fit” for the Denver metro community, two related ideas bubbled to the top:

• Normalizing smart commuting
• Connecting more personally with our audience

Together, these ideas make up Collectivism—creating social norms of appropriate and desirable behavior. Our approach was to identify real commuters from a multitude of backgrounds, industries, lifestyles, etc. and make them (and their stories) the heroes of the campaign.

BRAND CAMPAIGN CREATION

We brought our real commuters on set to highlight the real-life benefits they experience through their smart commutes and brought the campaign to life through various mediums, positive bright colors and acknowledging messaging.

CAMPAIGN RESULTS

Long-term relationships built through brand awareness.

Our partnership with Way to Go is now in its 5th year. Longer-term relationships like this help to achieve brand momentum and produce new concepts and campaigns year-over-year. Cumulatively, COHN has been able to help Way to Go significantly move the needle in brand awareness, smart commuting, and employer-sponsored smart commuting programs.
3% increase in brand awareness
757% increase in user registrations
29% increase in commute trips logged
19% increase in smart commute miles logged