Faster, easier and more efficient. Using your phone (or watch) instead of a plastic Clipper card to pay for transit in the SF Bay Area makes all kinds of sense. Only no one knew about it.

A comprehensive Bay Area-wide marketing campaign employed a wide variety of channels to reach a broad and diverse audience of current transit users and prioritized those who already use their mobile phones for payments. Campaign messaging also promoted the new Clipper app, which allows users to access their accounts, add money and plan trips right on their phones. 

Campaign collateral promoting Clipper on Your Phone went up across 24 different transit agencies in the nine Bay Area counties with a media budget of $600,000, the campaign included targeted digital advertising, video, streaming audio, and transit media placements—including bus sides, transit shelters, and BART station “takeovers,” video screens at San Francisco and Oakland International airports and organic social media posts.

The result was the significant early adoption of the Clipper app and Clipper on Your Phone through Apple Pay and Google Pay. As transit users started riding again post-pandemic, additional campaign flights reintroduced the product and increased adoption. 

Other Clipper Campaigns:

• “Clipper Works for You” Marketing Campaign
• Clipper Brand and Advertising
• Clipper Card Website