To promote the launch of DVLA transactions online and generate use of services including change of address, application for provisional licence and request for duplicate licence, an inventive interactive campaign was developed.

It was designed to encourage the target audience to click through and carry out transactions as well as build awareness for future use.

Mimicking the platform of a car launch, but with a rewarding twist, users are encouraged to click on the ad to unveil the latest model. A mouse is revealed, representative of the new DVLA website.