Chicago Transit Takeover
A print advertising series used exclusively on the Chicago ‘L’ to generate brand recognition for Bellhops in a new market.
Bellhops took over all of the ad space in several cars of the Chicago ‘L’ to increase brand awareness in the city, where Bellhops had just begun booking moves. The result was a 105% increase in brand recognition. This project was assigned, conceptualized, and delivered within a three-day deadline.
In collaboration with Bellhops copywriter, Ben Cake, we worked through what story we wanted to tell and the unique ability we had to tell it across multiple print pieces that would be visible in a single space. After some quick iteration through copy and image options, and with input from the marketing team, we landed on presenting a combination of customer testimonials as well as bold value statements about Bellhops’ services. We also took into account the varying travel times ‘L’ train riders experienced, creating a mix of long-form and bite-sized content.
Each of these banners lined the top of each train, and provided longer content for long-haul riders as well as bite-sized copy for one stop folks.
Ben wrote some brilliant, situationally-specific copy to tap into our audience's experience as well as the sentiment that moving just sucks. And the solution is Bellhops!
Credits
Charlie Gann
Director of Design / Art Direction
Ben Cake
Copy Chief / Copywriting
Kyle Miller
Director of Marketing / Strategy