Branding / Graphic Design / Strategy / Marketing

Superhero Campaign | SamTrans  

SamTrans of San Mateo County Transportation District (SMCTD) was struggling to find enough drivers for their buses after the pandemic to execute their current and new route plans. We successfully filled their application funnel and driver classes months in advance. Bus drivers turned into heroes during the pandemic, getting essential workers and residents from point A to B, while risking their own health.

With this campaign we asked people to join these superheroes and become drivers too. In addition to the bus wraps we created a billboard campaign, transformed bus shelters into superhero recruitment stations and added swag for the launch event.

The numbers don’t lie

Results

Since the campaign's launch in January 2023, traffic to the recruitment site has skyrocketed, filling classes through January 2024 and beyond. Our superhero-themed buses continue to proudly be driven across the region.