HHB’s retro MACPASS jingle makes a comeback: MACPASS campaign goes classic to modernize toll payments

Everything old is new again – at least with one of HHB’s MACPASS campaigns.

If you found yourself humming along to a recent Halifax Harbour Bridges’ radio ad, there’s a reason the catchy jingle sounded so familiar.

HHB dusted off the old tune from MACPASS’s early days, bringing it back to the airwaves on popular radio stations for a two-week run.

The jingle was heard in ads to promote the switch to new sticker transponders from hard-shell transponders that use technology that’s 25 years old. The initiative also targeted drivers who still rely on cash for toll payments, motivating them to adopt MACPASS instead.

Designed to be simple, memorable and engaging, the jingle conveys the advantages of using MACPASS with the tagline: “Smart, easy, and cheaper than cash when you’re cruising across the bridge with a MACPASS.”

Using data from the recent MACPASS User Survey (Feb. 2024) which revealed that most bridge users get their information from radio, the ads were crafted to resonate with listeners and drive home the message of modern technology, ease of use, and cost-savings.