Metrolink recently put up three billboards in the LA bedroom community of Santa Clarita. These billboards are brightly colored, feature a light rail train, and one tagline reads “So long stress”. Unfortunately, Metrolink missed the point.
The billboards are brightly colored, well executed, and succinct. The location is stellar – there are many commuters in Santa Clarita who do not currently use the Metrolink train. So exposure in this community is well placed. But something is missing that a good design and a good location can’t make up for: A good idea.
Unfortunately, the tagline “So long stress” is too on-the-nose to be clever and memorable, and too broad to be relatable. We’ve heard it before, and unfortunately LA traffic is not the only stress we experience. So while it may be true, it’s just too broad as a tagline.
While the billboard illustrations are well done, taking the train to work has never been viewed as glamorous. Yet displayed front and center is an image of a train. I get that I’m wanted to connect the idea of no stress with taking the Metrolink train. Fair enough. Makes sense right? But if strong and valuable (as in cash value) associations like this were made that easily Harley Davidson and Coca cola would not have needed to spend millions of dollars in developing a brand story and powerful advertising.
In addition, I already know that if I take the Metrolink I’ll be on a train or bus. Think how much more powerful the message could be if we were told something we didn't already know. (Or at least didn't think we already knew)
The image and the tagline must be thoughtfully, carefully, and painstakingly combined so as to intrigue the mind and (hopefully) cause an emotional response.
So what would be a better idea for Metrolink? One of my classmates in advertising class last year, Alex Barboza, was given the assignment to create ads for Metrolink. His idea for a TV spot was “If you take the Metro, you will arrive at work fresh and ready to go.” The spot included dramatic coffee spills for the driver and a composed and calm entrance for the rider.
Translated to a billboard, this idea would be something like “Start fresh”. Ok, a little cheesy. But coupled with a smartly dressed business person walking into work makes you think “What makes me start work fresh?” Now you’re curious. It’s simple, short, lateral, and communicates one clear benefit in a tangible way. Without. Actually. saying it.
The problem with saying “So long stress” is that too many companies and products today promise stress relief. This means it’s a mainstream idea. This means we tune it out when we see it. This results in people saying “What billboards?” when asked if they saw the Metrolink billboards. These are people who drive by those billboards on a daily basis. People who are potential customers.
Metrolink, it’s isn’t working.