Metrolinx GO Bus: ‘The Ultimate Ride’

North and Metrolinx logo on blue backgroun

Photo of a Metrolinx Go Bus behind a small white sheet.Encouraging a car-obsessed metropolis to take the bus is no small task. For the Greater Toronto Hamilton area (GTHA), home to some of North America’s most grid-locked roads, commute times depend on it. North Strategic made a convincing case for public transit with its award-winning “The Ultimate Ride” campaign in partnership with BBDO Canada that focused on turning “lost time” driving into “made time” on the bus. To target drivers, a Metrolinx GO Bus disrupted the 2019 Toronto AuthoShow, typically a venue for luxury cars. Attendees got to “experience the joy of not driving,” an effort paired with social media posts and influencer content that garnered widespread press coverage and a major return on investment for the client.


Metrolinx stats: The campaign garnered 18.4M earned impressions. Engagement rate on Twitter was almost 5x the channel average, and that organic interest in the hero video caused Cost Per View to plummet to $0.04 (vs estimated $0.10). Most importantly, the campaign contribution to ridership and revenue led to a 4:1 ROI on total marketing spend.