Challenge: Change cynical New York City transit riders’ perceptions of their transportation system by persuading them to forget their favorite trip-planning apps, and try the MTA’s instead.

Campaign: By launching the new MYmta app in beta form, asking users to voice their thoughts on what features they wished to see in future updates, and then showcasing those real, fulfilled requests in our advertising campaign, we empowered riders by ensuring them that the MTA is actually listening to their feedback, cares what they have to say, and is developing a really great app, too. Elements included mobile app development, geo-fenced mobile, digital banners, out-of-home digital displays, point-of-sale, digital radio and print.

Results: In the first six months after launch, the MYmta app was downloaded 1,068,044 times, experienced 16,139,438 user sessions, and allowed 91,829,919 actions to be taken.