2022 Winner
BronzeIntegrated Campaign
Metrolinx – GO Transit
"Find Your Go Time"
Balmoral Multicultural Marketing
"Find Your Go Time"
Balmoral Multicultural Marketing
To revive GO Transit ridership to pre-pandemic levels, Metrolinx wanted to cast a wider net by reaching out (for the first time) to different ethnic groups and offering benefits that extended beyond mere transportation. With many still choosing cars for their commute, Balmoral Multicultural Marketing focused on the most compelling reason
to take the train: To make time for yourself.
The “Find Your GO Time” campaign included four online videos, including one that showed life returning to chaos, with the GO train providing some sort of Zen. Another spot conveyed the message that as we work from home, the train is a place away from family, and therefore, free of distractions. Balmoral distributed the videos across Facebook, Instagram and YouTube, and created social assets with cultural colloquialisms of how riders could use their travel time. The campaign reported over 15 million impressions and had a video completion rate of 52.67% on YouTube.
to take the train: To make time for yourself.
The “Find Your GO Time” campaign included four online videos, including one that showed life returning to chaos, with the GO train providing some sort of Zen. Another spot conveyed the message that as we work from home, the train is a place away from family, and therefore, free of distractions. Balmoral distributed the videos across Facebook, Instagram and YouTube, and created social assets with cultural colloquialisms of how riders could use their travel time. The campaign reported over 15 million impressions and had a video completion rate of 52.67% on YouTube.
Credits
Sharifa Khan, Balmoral Multicultural, CEO & FounderJeffrey Almeida, Balmoral Multicultural, VP & General Manager
Johnson Chang, Balmoral Multicultural, VP, Channel Lead
Ian Koo, Balmoral Multicultural, Creative Director
Nicholas Chan, Balmoral Multicultural, Creative Director
Donovan D'Souza, Balmoral Multicultural, Creative Director
Adia Li, Balmoral Multicultural, Copywriter
Lorna Leung, Balmoral Multicultural, Senior Account Director
Yuli Wang, Balmoral Multicultural, Senior Account Director
Dwiti Kacharia, Balmoral Multicultural, Account Director
Wesley Lai, Balmoral Multicultural, Account Director
Varun Gogia, Balmoral Multicultural, Account Director
Antonia Liang, Balmoral Multicultural, Senior Account Manager
Jocelyn Lam, Balmoral Multicultural, Account Manager
Sophia Suo, Balmoral Multicultural, Account Manager
Royston DSouza, Balmoral Multicultural, Account Manager
Keshav Kumar, Balmoral Multicultural, Group Media Director
Lily Kwong, Balmoral Multicultural, Media Director
Puneet Ahuja, Balmoral Multicultural, Media Director
Simon Zhou, Balmoral Multicultural, Social Media Manager
Grant Leong, Balmoral Multicultural, Digital Solutions Manager
Michael Lui, Balmoral Multicultural, Production Manager