Best Government Social Media Campaign

With over 28 million residents, Texas has the second-largest population in the U.S. Moreover, 1,000 new residents move to the great state each day, leading the nation in growth. As a result of this rapidly expanding populace, government agencies like the Department of Motor Vehicles (DMV) and Department of Public Safety (DPS) were struggling to service residents’ needs. Local offices were overwhelmed on a daily basis, and citizens grew increasingly frustrated with having to wait in line for multiple hours to renew their driver licenses or vehicle registrations. Needless to say, Texans needed an easier, more efficient way of addressing their government needs. Our audience included anybody who was in the window to renew their driver license or vehicle registration, but we focused on urban residents, given that they experienced the worst of the in-person challenges and were comfortable completing purchases online. Our aim was to motivate these audiences to go to Texas.gov for all their driver license and vehicle registration needs, instead of waiting in line for hours as they had been conditioned to do. Given for the long wait times and inefficient service that local DMV and DPS locations had been experiencing, this undertaking was critical not only for Texas.gov’s success, but to restore the population’s faith in the Texan government as well.

Contributors:

ECD:	Warren Cockrel
Senior Copywriter:	Jon Korn
Senior Art Director:	Naomi Duckworth
Group Account Director:	Isaac Clemens
Account Director:	Jake Sugarman
Account Executive:	Blake Wetzel
Producer:	Aimee Bosley
Editor/Videographer:	Brandy Troxler
Senior Brand Strategist:	Roger Chang
Senior Media Strategist:	Brooke Dunnigan

HEAT

Location: United States