COI roster agencies line up for DVLA's road tax account

COI Communications has called a pitch on behalf of the Drivers and Vehicle Licensing Agency to highlight a change in the procedure for applying for road tax.

Four pairs of creative and media roster agencies will compete: BMP DDB and Manning Gottlieb OMD, D'Arcy and MediaVest, Delaney Lund Knox Warren & Partners and Mediaedge: CIA Leo Burnett and Optimedia. The task will be aimed at both the public and trade.

The DVLA is looking to appoint an agency to raise awareness of the withdrawal of the use of the V62 document (a vehicle registration application form) from Post Offices in November this year. Once the V62 will no longer be available it will be necessary to use different forms to tax vehicles.

The campaign is expected to break late this summer.

D'Arcy is the incumbent on the account and produced the government agency's last high-profile campaign. In February last year, D'Arcy unveiled a DVLA campaign targeting road tax evaders.

The TV, print and poster executions showed famous cars that had been clamped for not paying road tax. Batman's Batmobile and the Thunderbirds character Lady Penelope's Rolls Royce were used.

D'Arcy also won an Aerial award in January for a radio ad for the DVLA.

The 60-second spot spoofed The Dukes of Hazzard's "Just the good old boys

theme tune and pointed out that the DVLA's new road cameras can identify untaxed cars.

It is the third time this year that COI has paired off a selection of creative agencies with a media partner from its new roster of shops.


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