
Texas x Texas: By convincing Texans to do things differently, we gained 2 million new accounts.
CHALLENGE
“Download a government app,” said no Texan ever. Skepticism, privacy paranoia, and the classic “but I’ve always done it this way” stood between us and a whole state of stubborn pride.




INSIGHT
Government to-dos should feel less like waiting in line at the DMV and more like ordering tacos on your phone: fast, safe, and easy. So we gave TxT a trusted, friendly voice (in English and Spanish) and blasted the message from Austin to Amarillo.
IMPACT
The campaign both increased awareness of the TxT app and generated conversions for Driver Services.
+ 10% awareness (nearly +10% in that hard-to-move 35–44 crowd)
+ 306,700 conversions at just $2.33 each (96% cheaper than industry)
+ 2 million+ TxT accounts created
+ Media benchmarks smashed: +1,073% CTR, +1,858% conversion rate, double-digit overdelivery everywhere
+ 10 %
INCREASE IN APP
AWARENESS
^ 306 K
DELIVERED
CONVERSIONS
+ 2000000
TxT ACCOUNTS
CREATED

