VROOM Marketing Campaign

VROOM Collateral and Video Marketing Brief

The Colorado “Guy Vroom” marketing campaign was designed to encourage Colorado residents to renew their driver’s license/ID cards online. Because of recent licensing term changes, driver license renewal customers will balloon by more than two million people over the next four years. As such, the campaign has been crucial for reducing in-office traffic as well as encouraging more driver license holders to register as organ, eye and tissue donors.

Target Audience

Colorado residents 21+ who are approaching a driver license or State ID term expiration.

Objectives:

  • To create public awareness around renewing driver's licenses and ID cards online.
  • To encourage driver license customers to register as an organ, eye and tissue donor.
  • Build recognition in the community of the campaign mascot, Guy Vroom and his message.
  • Increase online adoption of Drivers License Renewal service by 50%.

Challenges

  1. Directly reaching drivers licensees within one month before expiration (when they are most likely to
    think about driver license renewal options);
  2. Awareness:
    1. Most Coloradans are not aware they can renew their license online;
    2. Few Coloradans are aware they can register to become an organ, eye and tissue donor online;
  3. The "Guy Vroom" marketing concept is unusual and the first of its kind for the Colorado DMV;
  4. DMV personnel lacked the tools to educate their customers about online option for driver license
    renewal and organ, eye and tissue donation.

Methods and Strategies

1) mail campaign; 2) Video PSAs; 3) Social Media; 4) DMV office posters

Results

Today, approximately 69% of all eligible Colorado Drivers Licensees renew online. This represents a 150% increase from when the campaign began; an additional 161,000+ online transactions

Results

Today, 73% of online renewals elect to become a donor. This represents a 6% higher volume than the donor election rate in the DMV office. In addition, monetary donations online are 45% higher than donations made in a driver's license office.

Title: Save Time. Renew Online! Mobile Public Service Announcement

Partnership: Governor's Office, Colorado Film School, Colorado Department of Revenue/Division of Motor Vehicles, Donor Alliance, Colorado.gov, SIPA

These Public Service Announcements were created for TV and Radio spots in order to reach a broader audience across the state as well as promote the new mobile version of the online service. The PSAs encourage Colorado citizens to avoid the lines and wait times when renewing their driver's License or State ID. It also remind citizens to be an Organ, Eye and Tissue donor.

View Larger Version of 15 Second Video

View Larger Version of 30 Second Video

Title: Promotional Slides for Mobile Driver's License Renewal

Partnership: Colorado Department of Revenue/Division of Motor Vehicles, Donor Alliance, Colorado.gov, SIPA

Promotional slide was created in an effort to notify citizens that the Online Driver's License Renewal service has become Mobile responsive. It is being used on the Colorado.gov home page website, Social Media, displayed on monitors throughout Colorado in Driver's License locations, Lottery Boards, Tax Service Centers and on Press Releases.

View Mobile Slide in Larger Format

Title: Driver's License Banners

Partnership: Colorado Department of Revenue/Division of Motor Vehicles, Donor Alliance, Colorado.gov, SIPA

New banners were created and sent out to every Colorado Driver's License location in Colorado to promote Save Time. Renew Online! The banners range in size up to 8 feet across. It is the first time in Colorado that a cross messaging campaign has been used for the Division of Motor Vehicles to educate drivers that they can avoid wait times and renew both their Driver's License and Vehicle Registration online.

View Larger Version of the Driver's License Banner

Title: Guy Vroom — Fictional character brought to life.

Partnership: Colorado Department of Revenue/Division of Motor Vehicles, Donor Alliance, Colorado.gov, SIPA

Casting calls were put out to find someone that could bring to life the character of Guy Vroom and spread the messaging of the combined partnership; Save Time. Renew Online. and Say Yes to the Gift of Life and elect to become an Organ, Eye and Tissue Donor. Over the next three years, Guy Vroom will be visiting Colorado Driver's License Offices and attending events across the state in order to educate Colorado citizens on their renewing and donor options.

Title: Save Time. Renew Online. Postcard mailer

Partnership: Colorado Department of Revenue/Division of Motor Vehicles, Donor Alliance, Colorado.gov, SIPA

Promotional postcard mailer was created in an effort to get people's attention prior to them going into a Colorado Driver's License Office, thereby reducing the wait times within the Colorado Driver's License offices. It educates Colorado citizens about the option to renew online and saying yes to the gift of life by becoming an Organ, Eye and Tissue donor. This item is mailed out each month to those citizens that are coming due to renew their Driver's License or State ID.

View Postcard in Larger Format

Title: Save Time. Renew Online. Stuffer

Partnership: Colorado Department of Revenue/Division of Motor Vehicles, Donor Alliance, Colorado.gov, SIPA

Promotional double sided stuffer was created in an effort to get people's attention prior to them going into a Colorado Driver's License Office, thereby reducing the wait times within the Colorado Driver's License offices. It educates Colorado citizens about the option to renew online and saying yes to the gift of life by becoming an Organ, Eye and Tissue donor. This stuffer is included with all Colorado State Income Tax refunds mailed out.

View Stuffer in Larger Format

Title: Save Time. Renew Online. Poster and Window Cling

Partnership: Colorado Department of Revenue/Division of Motor Vehicles, Donor Alliance, Colorado.gov, SIPA

Promotional posters and window clings were created in an effort to get people's attention prior to them getting in line, thereby reducing the wait times within the Colorado Driver's License offices. It educates Colorado citizens about the option to renew online and saying yes to the gift of life by becoming an Organ, Eye and Tissue donor. These items have been placed in every Driver's License Office throughout Colorado.

View Poster in Larger Format

Title: Save Time. Renew Online. Public Service Announcement

Partnership: Governor's Office, Colorado Film School, Colorado Department of Revenue/Division of Motor Vehicles, Donor Alliance, Colorado.gov, SIPA

These Public Service Announcements were created for TV and Radio spots in order to reach a broader audience across the state. The PSA's encourage Colorado citizens to avoid the lines and wait times when renewing their driver's License or State ID. It also remind citizens to be an Organ, Eye and Tissue donor.

View Larger Version of 15 Second Video

View Larger Version of 30 Second Video

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