Save With TransitChek Is Sloan’s Appeal

NEW YORK A print and outdoor campaign for TransitChek that breaks next week appeals to New York commuters with the bargain-hunter’s vow to never pay retail.

Ads from The Sloan Group in New York show the shelves of a high-end men’s clothier or a women’s shoe store. Amid the folded shirts and chic high heels is an image of the front of a subway car, indicating that people who do not use TransitChek are paying top dollar for travel, rather than buying it on “sale” through their employers. Ads are tagged, “Quit paying retail for mass transit.”

“The creative strategy of this campaign leverages the fact that no one likes to pay full price for anything,” said agency founder, president and chief creative officer Cliff Sloan. “We all experience a small sense of victory, feel a certain buzz, when we’ve snared that elusive bargain. We wanted to tap into that emotion.”

Supporting a concurrent business-to-business effort, The Sloan Group will introduce a new spot on spot cable and local TV in March. It is scheduled to run on morning and late-night news programs, in addition to business-oriented cable programming.

In the 30-second spot, an executive called “Perkins” rants about the high cost of payroll taxes behind a closed office door. The door opens and two harried employees emerge. One employee tells the other, “You should have seen him before we got TransitChek.”

Campaign spending was undisclosed.