Insight: Without clear differentiation, transit users will not switch from existing services.
Creative: We created a 3D mascot to personify the card's benefits and gamify its loyalty program.
The idea of the rabbit mascot—modeled after dots on a transit map—was that of an interconnected rabbit warren, where rabbits move about with ease and pop up where they please. The Rabbit card is thus a commuter's sidekick, rapidly transporting them to different locations.
I wanted to personify the 'sidekick' into an easily recognizable character. In our motion graphics we had it 'eat' Carrots—points accrued each time a card is used at retail outlets—as it traveled along a route, much like Sonic the Hedgehog and gold coins.
Additional perks include using the Rabbit card at dining and retail locations, so an extensive outdoor and print campaign targeting students and first jobbers created awareness.
Informational motion graphics were also created for POS vending machines.
