Best Government Integrated Ad Campaign

Audience: Texas drivers (16+ million licensed drivers and 22+ million registered vehicles)

Goal: The 2013 integrated ad campaign promoted online Vehicle Registration Renewal (VRR) and Driver License Renewal (DLR) services offered by Texas.gov. The campaign included online, TV, and interactive TV advertising. The majority of the media buy was directed towards online banner ads for statewide reach. Online ads were complemented with TV commercials in the Austin market, and the commercials also played on Hulu.

The 2013 campaign tagline – “the fastest way to renew and relax” – implied that Texas.gov is a simple, quick way to complete government business. The TV commercials convey funny, relatable scenarios where drivers encounter law enforcement and panic about expired driving documents. The online ads and TV commercials appeal to a broad audience and make the task of completing government transactions online seem simple and satisfying. The campaign also included banner ads with another call to action – “take it online and off your list.” These ads presented scenarios where to do lists grow with unexpected tasks, but communicate that using Texas.gov to take care of government tasks is quick and easy.

The campaign’s landing page, www.texas.gov/driver, received all click through traffic. The online ads garnered a .16% CTR. The Hulu ads exceeded industry standards with a .32% CTR. 63% of all visitors who clicked the ‘Renew Driver License’ link on Texas.gov/Driver completed a transaction. And, in the TV market, VRR and DLR transactions increased at a higher rate than overall transaction growth for eight out of twelve months.

Contributors:

TEXAS.GOV

Location: USA

About the Agency:

Texas.gov is the award-winning official website of the State of Texas. We provide Texans with an easy way to access 1,000+ online government services, and we help state and local governments web-enable their services. Texas.gov operates without tax funds via a partnership between the state and Austin-based Texas NICUSA, LLC .