TxDOT SH 288 Managed Lanes Project: Drive 288 Video

Following four years of championing various marketing initiatives for the TxDOT Drive288 Project, a managed lanes expansion project for State Highway 288 (SH 288) here in Houston, it was time to celebrate a job well done. As the hired guardians of the brand and public information distributors, Satori wanted to garner excitement both internally among the stakeholders and staff, as well as externally throughout the community. Through an inspiring, engaging recap video, we took users on a trip down memory lane, highlighting the positives of the SH 288 buildout and looking ahead to the benefits it’d bring drivers in the future. With any State Highway project, there’s a tendency to focus on the negatives – especially from the perspective of the public. We knew it’d take a solid strategy game plan to change the conversation to one rooted in community and commemoration. We tailored our strategy to humanize the Drive288 story, spotlighting the people who made it possible and the ways the community would share in its benefits. We effectively took control of Drive288’s story, showing the journey and the promise of a bright road ahead. Through strategy-driven scripted interviews with the Drive288 team, politicians and community influencers, we were able to deliver a well-rounded story of what the highway would mean for the community. Each element that made the video’s final cut pointed up to our overarching voice, creating a finished project that felt simultaneously cohesive and authentic. The results that followed were successful in putting the overall project in the fast lane to favorable positioning in the public eye: The most-watched video on their YouTube channel in the last 12 months, surpassing other videos’ viewership by 337%, an average watch time of 2 out of 3.4 minutes, 1.6k impressions across platforms, a 20% increase in YouTube subscribers in the 7 days following the video’s publishing date – their most significant spike. The client was so pleased with this video’s production, they immediately commissioned our team to spearhead the unveiling of their next initiative video.