Problem How does an urban transportation brand advertise suc- cessfully? Solution By reaching a relevant captive audience using out of home (OOH) platform. Background URB-E is the number one foldable electric vehicle. They wanted to target commuters with repetitive exposure and not solely rely on press and social media. They had tried other advertising media before with little success and wanted a medium that commuters could connect with. Objective To connect with commuters and generate brand aware- ness on how their product would make commutes easier. URB-E ‘s target demographic was 25-40 year old adults who commute to and from the city. Strategy Rail interior cards were utilized to target commuters on their way to and from work with repetitive exposure. The execution ran

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