The Digital Driver Licence
In 2019, the NSW government planned to launch Australia’s first ever Digital Driver Licence. With mobile payment technology such as Apple Pay & Google Pay gaining in popularity, the DDL allowed true digital natives to finally go out with just their smartphone. The DDL also offered superior security measures over the plastic card, and allowed licence checkers (e.g. bar owners) the ability to verify if a licence was real, something they’d never been able to do before.
The problem: Most of our 6.2 million driver licence holders were perfectly happy with their plastic card. We needed to drive enough behaviour change to encourage people to reach for their phones instead of their handbags or wallets.
The insight: Australians are smart but lazy. Living on the largest island nation in the world, Australians value innovation that improves convenience in their lives (think about the drive-thru bottle shop, the Victa Mower, or the invention of Wifi), even at the cost of privacy, with 84% of Aussies willing to give up their personal data if it will make life easier for them.
The target: 5% of 6.2 million (310,000 downloads) within the 6 week campaign window.
The Strategy.
We used a highly data led approach to segment a massive target audience of 6.2 million licence holders, and layered those audience numbers over a technology adoption curve to understand audience prize pools. Our media strategy then took a staggered approach to enact behaviour change on mass, driving digital transformation by early adopters first and foremost before using them to exemplify the product to our next target audience segments, all to great success.
The idea.
We hero’d the new product through the users, reflective of the scenarios where they’d use the DDL, match the benefit that aligns with each target audience segment, and bring their diverse range of personalities shining through from their tone of voice, engaging body language, and, of course, personalised phone cases.
The Results.
860,000 downloads (in just 2 weeks). A whopping 14% acquisition in just 2 weeks, 9% more than our target. In a third of the time.