"Cow Head" Campaign
Submitted by CATA | Lansing, MI
Cow head equals consumer attention
The above eccentric hypothesis was what CATA was hoping to discover to be true in extremely generalized form, of course.
Startling closeups of cow heads were used in combination with slogans including "Less Walking = Less Shoe Wear = Fewer Shoes Sold = Happier Cows" and "Hey, you're going to Moo U. So walk responsibly." CATA was looking to increase semester bus pass sales, cash fare revenue and student ridership; especially near the Michigan State University area. They hoped to catch the eye of the college niche by using a peculiar poster campaign. The student directed marketing campaign was launched in the fall of 2000. The campaign consisted of a heavy poster distribution at all student bus stops and all MSU dorms. A radio "cow rap" was produced and played during the first week of classes. A mobile billboard was present at campus-sponsored events. CATA created a CATA Cow mascot that was seen at all public promotions.
According to CATA, after the implementation of the vigorous campaign semester bus pass sales increased an incredible 146%. Total student ridership increased by approximately 600,000 compared to the same time period in 1999.
Contact Information:
Rob Straubel
4615 Tranter Ave.
Lansing, MI 48910
