The challenge

• GO Transit sought to engage Grade 12 students attending university and college open houses across Ontario to promote their 40% discount on tickets. The aim was to make these students aware of the discount and encourage them to use GO Transit for their commute to school. Additionally, GO Transit wanted to reach the parents of these students, emphasizing the affordability and convenience of their service.

‍

The solution

• To capture the attention of students and their parents, billups and Carat  deployed a fully branded food truck serving free churros and distributing complimentary Presto cards. The truck visited nine campuses, strategically scheduled during the spring open house season (March-May). The engaging presence of the food truck, coupled with the appealing offer, aimed to create a memorable interaction and drive awareness of the discount.

The results

• This campaign successfully engaged a large number of prospective students and their parents. The food truck's branding and popular churro giveaway created a buzz on campuses, raising awareness of the 40% ticket discount. The initiative highlighted the benefits of GO Transit for daily commutes, making it a preferred option among students and parents alike. Feedback indicated that the messaging about the discount was well-received and effective.