Happiness isn’t something you think of when it comes to the DMV. More like long lines and lifeless faces — typical things the auto industry is known for. But then comes Orange Auto Tag Agency, a young, privatized DMV that asked how their industry could be better.
But private DMVs aren’t anything new, in fact it’s quite the competitive space. So we needed a way to position their brand as the authority in the market.
The King of Content
The governmental auto industry has a serious issue — dealers prefer convenience over correctness (thank the endless regulations for the confusion). So we created a video series where experts in the field could educate everyone properly. OATA became the platform for official industry content that advocates for knowledge of regulations and ethics.
Not The DMV
What really made OATA special was their culture of caring people and forward-thinkers. It really was the opposite of a traditional DMV. So when it came to creating social media content, the authenticity was undeniable. All we had to do was film what they already did naturally — stuff like volunteering at food pantries or dancing in the office.