California DMV REAL ID
Helping Californians Get REAL ID Ready
Ready When You Are is a statewide campaign designed to modernize the California DMV’s image and encourage residents to get their REAL ID and handle DMV tasks online—eliminating unnecessary in-person visits.
The Challenge
Many Californians were unaware of the REAL ID deadline or that most DMV services could be completed online. Meanwhile, the DMV sought to shift public perception from a brick-and-mortar agency to a digital-first experience.
The Approach
A multi-language, statewide campaign was launched emphasizing convenience and accessibility. Its bright, engaging design showcased real Californians seamlessly handling DMV tasks—renewing licenses, transferring titles, and starting their REAL ID applications—right from their daily routines.
Key Messages:
REAL ID = Travel Ready: Board domestic flights, enter federal buildings, and visit military bases.
DMV Anytime, Anywhere: Skip the wait—renew, update, and manage DMV tasks online.
Simple & Seamless: Start your REAL ID application online, making your visit quick and easy.
The Impact
Launched a 360° awareness campaign showcasing the REAL benefits of a REAL ID, positioning it as easy, convenient, and worth upgrading. Bold new REAL ID brand identity, microsite, and multilingual media campaign. As a result, more Californians are taking control of their DMV experience—quickly, conveniently, and on their terms.
Multi-channel media strategy: Outdoor, radio, digital, and social advertising ensured broad awareness.
Targeted audience segmentation: Consumer journey mapping identified key opportunity points for engagement.
Localized & multilingual outreach: Community engagement and media in eight languages reached diverse Californians.
A/B-tested creative concepts: Rapid testing refined messaging for maximum impact.
Digital-first focus: Search ads, social media, and display advertising kept REAL ID top of mind.