Long Beach Public Works

branding / campaigns / social / websites

ETA was recently tapped by Public Works to roll out the ad campaign for EZparkLB, a new app that shows users available parking spots in real-time. To give a face to the app—quite literally—we created a 3D animated character, EZ-P, who educates the target in a fun, engaging manner. EZ-P showed people how to Park Smarter all throughout Long Beach—on billboards, bus shelters, social media platforms, and during events.


The campaign created a buzz right from the start. EZ-P was introduced during a lunchtime parking spree in which free public parking was provided in high-traffic areas. Parking meters offering free time were covered with EZ-P branding and Park Smarter messaging. News publications reported the unique marketing tactic—and EZ-P’s viral activity took off. The character’s immediate future will see a more robust social media presence, one that builds on popular culture and delivers relevant, engaging content that drives public participation.