The Situation:
Livermore Amador Valley Transit Authority (LAVTA) wanted to increase ridership consideration during the holiday season by targeting essential workers across the Tri-Valley. The goal: position Wheels as the reliable, feel-good way to get to work during one of the busiest times of year.
The Solution:
We created a playful holiday campaign celebrating essential workers as the real heroes of the season. The hero video featured “reindeer” heading to work and boarding a Wheels bus — set to upbeat holiday music — reframing the bus as the modern sleigh getting the holidays where they need to go.
The campaign ran across social, digital, radio and local print, with animated vertical video leading the effort. Creative was produced in English, Spanish and Mandarin to reflect the community.
The Result:
Over 1.6 million impressions and stronger year-over-year performance – proving that when you mix heart with holiday humor, people get onboard.
