We encouraged commuters to put their memorable and unusual public transit experiences into words.

Commuters uploaded stories to www.tmbpledhistories.com. Circulating online and in the daily free press, stories triggered dialogues citywide, prompting residents to go online to vote for their favourites. Our colourful band of performers recited consumers’ most-voted stories back to passengers on buses and metros, and distributed published texts, transforming TMB vehicles into travelling theatres and galleries for commuters’ original works.

11,000 consumers visit TMB online. Commuters submit 700 original stories in just 10 days, surpassing the client’s expectations by 900% and garnering 700 new registrations and a 35% savings per registered consumer vs. historical cost! Consumers say our campaign improves TMB’s image; 83% request that the event be repeated!