The launch campaign for the Wave payment system was OCTA’s largest marketing initiative
In October 2025, OCTA replaced its 24-year-old fare collection system with the new Wave fare payment system. It was a major step toward modernizing fare collection and enhancing the convenience and affordability of travel on OC Bus. Klein+Klein assisted with this 10-month transition campaign. The effort was a success, and the largest marketing initiative in OCTA's history. Within the first month more than 50% percent of riders are now actively using the Wave platform.
Bike rack ads on all buses made sure riders were aware of the Wave brand as the bus arrived at the stop.
Curbside bus ads were created to build awareness at some of the many rider touchpoint.
Posters were developed for placement at transportation centers and rail stations in Orange County to introduce riders to Wave.
Multilingual ads in both Spanish and Vietnamese were developed.
Kiosks at transportation centers introduced riders to Wave.
Outdoor bus advertising included Ultra Super Kings with matching headers.
Interior advertising in 5 languages was developed to introduce riders to Wave.
A dynamic website introducing riders to Wave.
Sponsored social media ads were developed for key platforms in stories and in-feed formats
