Best Transportation Mobile Application

The 495 and 95 Express Lanes provide drivers with a faster, more predictable trip in the Washington, D.C. area – one of the most congested regions in the United States. The first lanes of their kind in the region, the Express Lanes are dynamically tolled meaning the toll changes based on the level of traffic in the lanes. To help drivers plan their trip on the Express Lanes, Transurban, the Express Lanes operator, launched a mobile app that provides real-time toll prices, live traffic cameras and travel updates. As a result, drivers can plan their trip before they get on the lanes and make an informed decision about how they choose to travel. The target audience was Washington, D.C. metro area drivers ages 25-60. To date, more almost 70,000 drivers have downloaded the app.

To promote the application, Transurban launched a 12-week online and social campaign. The campaign included geo-targeted mobile ads, using a predictive targeting mobile ad network partner who specializes in identifying a brand’s audience with the highest probability of engagement, in order to drive app installs. The campaign also included geo-targeted Facebook and Twitter ads – using both still images and the mobile app video. Last, Transurban ran a contest offering drivers a chance to win a free month of travel on the 495 and 95 Express Lanes if they downloaded the app and created an Express Lanes account.

Contributors:

O'KEEFFE & COMPANY

Location: USA