The best place to keep your ORCA card? Somewhere you already look 100 times a day.
Insights & Strategy
Branding & Advertising
Paid Media
Sometimes making life easier is reason enough to change a habit.
When ORCA introduced Google Wallet integration for Puget Sound transit riders, the communications challenge went beyond building awareness of a new payment feature. GreenRubino focused the campaign on a familiar rider frustration, searching for a physical ORCA card, and used real people and relatable moments to demonstrate the convenience of keeping that card on a phone instead.
The Situation
Every transit rider knows the moment. The bus is coming. Or the train is waiting. And your ORCA card is...somewhere.
Now riders could add their ORCA card to Google Wallet and tap to pay with their phone. Our job wasn't just to tell people about the new feature. It was to give them a reason to use it.
The Strategy
We started with one very simple question: Where do you keep your ORCA card?
The answer made the benefit immediately clear: now you can keep it on your phone.
The Solution
We sent Seattle radio host Brooke Fox to transit hubs around the region to ask real riders that very question.
The answers weren't scripted, and neither were the moments that followed: people digging through bags, rifling through wallets, and laughing as they tried to remember exactly where their card was. Our in-house Good Egg content studio handled the entire video series—from casting and location scouting through filming, production, and post—then we carried those moments across social, digital, OOH, and transit posters.
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Making an easier way to ride an easier choice to make.
- 28.1M+ Paid impressions
- 5,100+ Average monthly virtual card adoptions
- 66% Increase in Meta click-through rate
The campaigns reached 9.4M+ customers and drove 344,300 sessions, while active virtual wallet cards grew from 7,800 at launch to a 12,500 monthly average and social video generated 364,000 engagements.
Meaningful growth starts with understanding what is holding an audience back.
GreenRubino combines audience insight, strategic thinking, and creative problem solving to help brands navigate change and turn it into business advantage.
