The Ask:

The North Texas Tollway Authority maintains over 1,000 miles of toll lanes across the Dallas–Fort Worth area. It works by starting an account with NTTA and then getting a little sticker called a TollTag, which you hang on your windshield. This sticker automatically deducts from your account whenever you use a toll road and lets you pay half as much as someone paying by mail without a TollTag. As you can imagine, people aren’t exactly overflowing with positive sentiments towards a toll road company; they don’t trust the NTTA and definitely don’t like being charged money just for driving. Our goal wasn’t to get people to love us or even like us, just to hate us less. 

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The Idea: 

In order to humanize the organization, we created the “Word of Mouth” campaign, which dropped the audience into conversations that used naturalistic dialogue, like something you’d overhear at dinner or while waiting in line… only difference was that puppets were having these conversations. 

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Hispanic Cultural Insights:

• When it comes to purchase consideration, word of mouth became most important, followed by advertising and online inspiration. In the final path to purchase phase,74% of GenZers and their parents go online, primarily to search for more information or head to a marketplace sales site.

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• Hispanic MCMz enjoy spending time with family (84%)1 and believe in traditional values (67%).1Family perception of their success (56%)1 and respect from peers (72%)1 are very important.

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Role: Art Director & Spanish Writer

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