Best Government Rich Media Online Campaign

Audience: Texans (25+ million residents)
Goal: Promote and increase transactions for driver-related online services offered by Texas.gov, specifically Vehicle Registration and Driver License renewal. With such a vast target audience, online advertising allowed for statewide reach, with a focus on the most populous regions, including Dallas, Houston, Austin, and San Antonio. The creative was designed to instill confidence in these online government services while keeping the message light-hearted, progressive, and memorable. Intended to be relatable, the tagline ‘the fastest way to renew and relax’ resonates with everyone who has a busy schedule and numerous tasks that tend to get put off. The series of online ads makes government feel approachable and friendly, and conveys a simple, quick process to complete government business online. The ads conclude with a strong call to action “Renew” on a prominent button that sends the user to the services, enabling them to immediately remove the task from their to-do list. The ads garnered a .16% CTR, driving more than 133k interested visitors to our driver services.
By encouraging Texans to complete these services online, the number of Texans choosing to go online instead of in the office continues to grow. For example, of those Texans eligible to renew their driver license or ID card online, approximately 50% of them are completing their transaction online with Texas.gov. The Texas.gov advertising campaign creates cost and process efficiencies for our state government partners while reducing everyday stress for our citizens.

Contributors:

Chief Information Officer, Tx Dept of Information Resources:	Karen Robinson
Director of Portal Operations, Texas.gov:	Erin Hutchins

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 .