GoDaddy wanted to tell people how easy it is to make a website with their Website Builder Tool. So, they bought media on the Toronto Subway, taking over 20 subway cars.

We know that without WiFi commuters have undisturbed time to think about their lives, and maybe even business ideas. And we noticed our poster ad space was placed conveniently right above commuter’s heads.

So, we turned them into thought bubbles. Making it look like every day people were coming up with brilliant business ideas on their daily commute.

And to inspire everyday entrepreneurs to get their ideas out of their heads and onto the web,

Banners throughout the cars invited them to put their great ideas online with the GoDaddy Website Builder Tool by saying, ‘Don’t leave your idea on the subway.’

• Implementation

o We decided to own the one place where budding entrepreneurs have undisturbed thinking time - during their daily commute on the Toronto subway. GoDaddy dominated 20 subway cars on Canada’s busiest transit line. The positioning of the posters made it appear like the subway riders were thinking of the unique business ideas placed in thought bubbles right above their heads.

• Media Channels

o OOH - Subway car posters   

• Timeline

o Campaign lasted for 8 weeks between February and March 2018

• Scale

o 20 subway car dominations

Each subway car had 60 poster slots available  

• Reach

o 61,950,000 est impressions

• Public opinion

o Transit riders reached out to the GoDaddy team to express their love for the campaign and how it tapped into a cultural truth about commuting in Toronto

Sales attributed to the campaign are unavailable at this time