Magazine serving the bus and rail transit & motorcoach operations since 1904
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the Peapod campaign. Early last year, Titan was approached by Crain Communications, the local ad agency for Peapod and Giant supermarket, looking to create an interactive idea to reach SEPTA riders and promote Peapod service for on-the-go supermarket shopping, Jon Roche, VP/GM, Titan, explains. Titan shared a concept that started in South Korea with British supermarket Tesco. Tesco tested the use of QR codes as a way for people to buy groceries as they waited for trains to arrive, Dave Etherington, Titan's senior VP, marketing, says. "Since we spend increasingly longer amounts of time at work and commuting, simple things like shopping are stressful," he adds. "This was a way of reimagining the transit commute through advertising to allow people to shop virtually." The campaign uses space that normally holds ads for branding and creating virtual shopping shelves, where riders can purchase items from them directly using QR codes. DART asked Titan what it could create on a similar scope using its media assets. Titan suggested a train station platform ad, known as a two-sheet poster with side-by-side placements; one of the posters looks like a supermarket shelf holding products that include QR codes riders can scan to buy products with their smartphones, and the other ad has a description of Peapod and how to use the service. "It's a new way to make the advertising more exciting to the consumer and the companies that advertise in the market," Roche says. The initial campaign with SEPTA started in early 2012. Peapod bought ad placements at approximately 20 stations and ran multiple campaigns of 12 weeks each. The campaigns generate advertising revenue on a monthly basis. SEPTA was the first market that Titan tested, Etherington says. Since that first campaign was so successful, Peapod asked Titan about other markets where similar campaigns could be conducted. The ad agency soon struck similar agreements with NJ Transit, MBTA and CTA. "From the perspective of revenue generation, this is the kind of front runner we imagine is going to be a real step-change in the way transit advertising is seen by brands and consumers," Etherington says. "Advertising used to just be about branding or strategic information [reaching] audiences. It's still about that, of course, but now it's a conduit [for] engagement through smartphones. Smartphone shopping and payments are a really exciting place for us to be, particularly when you consider the long dwell times and captive audiences that transit brings….where posters become a point of purchase as well as branding." CTA's most recent campaign, for two sheets at several stations, ran at the end We See Everything... New!! E-Z Bracket HD™ Mounting Bracket With Lightweight AccuStyle™ Mirror System The new E-Z Bracket HD™ is a heavy duty design which incorporates extra strength gusseting, connection, and support points to the radiator structure under the hood. The new design reduces mirror vibration amplitude and resonance by up to 50%, and is the new standard for all E-Series Ford fender applications moving forward. To achieve top performance of the new E-Z Bracket HD™ mounting bracket couple it with the new Lightweight Rosco AccuStyle™ dual lens mirror. AccuStyle™ mirrors now have lighter weight, heavy duty structural cores that reduce weight by more than one pound or 23%. Rosco Mirrors are completely maintainable on an individual component basis, are fully manufactured in the United States, and supported by the best team of application engineers and customer service professionals in the industry. For Information Call: 1-800-227-2095 A Century of Automotive Vision Safety JANUARY 2013 Visit Online At: www.roscomirrors.com mETRO mAGAZINE > 53