The Assignment
The Bay Area Toll Authority wanted to launch a public information campaign to create awareness of the shift to all-electronic tolling at the seven state-owned bridges. I worked with the team at Polytechnic Marketing, writing the copy for a radio ad and several outdoor boards.
The Copy
Outdoor Boards
Your Choice Radio – Phone Call
SFX: [phone call]
Driver: [Answers with the background you hear when the car is moving]
Hey! I’m so glad you called! Keep me company on my commute!
Caller: Hi. I’m in the car too. Don’t you love hands-free?
Driver: Yes! I wish everything was this easy. Hold on, I have to..find my cash… for…bridge toll.
Caller: Don’t worry about it, It’s automatic tolling now. You get to choose how you pay.
Driver: Wait, really? I can just keep moving?
Caller: Yep!
SFX: [Whoop]
Driver: Love this! But what do you mean by automatic? What are my choices?
Caller: Automatic tolling is done through your license plate. You choose from four different payment options that best suit you.
Driver: Wow. Who knew. I get to pay the way I want to pay.
VO: Automatic Tolling Made For You. MoreWaysToPay.com
