Campaign Goal
The “We Got That!” campaign focuses on driving traffic to MyPlates.com, the official vendor and one-stop shop for customizable, official license plates in the state of Texas and increasing the volume of new sales. At MyPlates.com, vehicle owners select and purchase customizable Texas license plate from over 500 plate designs.
Messaging
Based on MyPlates.com’s ongoing market research, a variety of different themes were explored during the creative process. The final campaign theme/affirmation, We Got That!, was approved by the Texas Department of Motor Vehicles and was incorporated into all marketing channels.
Marketing Strategy
The MyPlates “We Got That” campaign consisted of digital and traditional media airing across the state of Texas and targeted to Texas adult car owners/drivers, age 18+. The overall marketing strategy focused on first-party, data-driven modeled audiences in the metropolitan markets of Dallas, Houston, Austin, and San Antonio. Geo-fencing surrounding the major league sports venues in those markets was also used to ensure that male-dominated primary and secondary audiences were reached.
Creative Deliverables
Among the marketing deliverables written, designed, and produced by Encore were an animated 30-second and 15-second commercial. The commercial takes the viewer into a laptop featuring the MyPlates.com site, as it transforms into an imaginary store, where row upon row of license plates is grouped by interest. The plate designs change (i.e., team, colleges) depending on the geographic market.
Other creative deliverables included radio, posters, prospecting and retargeted digital ads, out-of-house, web graphics, and paid social media.
Due to its success, “We Got That!” has become a strong foundation in the marketing of MyPlates.com and continues to be a key message in all marketing creative.
