Choose speciality channel:   Choose sector channel:     Search the site

Case Studies

 

Electoral Commission registration drive marketing campaign

Electoral Commission registration drive marketing campaign

Best Practice from Farm

Challenge

Our task was to persuade the under registered groups in the population (eg students 16-24, young black africans and recent home movers) that registration is simple but yet important and also to get them to register to vote.

Strategic solution

Research revealed that around half of those not registered did so for practical reasons, with the remainder thinking that voting is pointless. Pretty much all felt the whole process too trivial to bother to think about. Unfortunately there is little that can be done through communications in the short-term to address political disenfranchisement.

Instead through research and challenging the client’s preconceptions of what the campaign should deliver, our solution was to make not registering feel like the silly option – to make them see that the point of voting is simply to make a point – not change the world.

Creative solution

We changed the EC’s voice from ‘preachy government’ to ‘mate in the know’. Instead of talking about civic duty, we gave people a realistic reason for being registered, (you
might just want to vote!) and reduced the barriers for them to do so.

A TV, press, radio, ambient and outdoor campaign may seem a little indulgent for a campaign targeting a relatively small percentage of the population. However, the very fact that they weren’t registered ruled out more direct communication methods. In addition, the chosen media allowed us to use humour to great effect - an important means of connecting with this audience.

Results

The campaigns have generated a response that has exceeded all expectations. In the first two weeks of the campaign over 30,000 forms were downloaded with a 60% conversion rate.

Overall web visits exceeded those received in the same period prior to the last general election, and the call centre struggled to cope, receiving over 1,000 calls per day and had to draft in additional staff.

According to the COI Artemis programme, the campaign has been the best performing government campaign on a cost per response basis and our TV commercial even ended up on YouTube!

AJR
drug prescription card free printable viagra coupons viagra coupons online
medical abortions how long does an abortion take abortion clinic
cialis coupons from lilly link free printable cialis coupons
forest laboratories patient assistance what is the generic for bystolic generic bystolic
www bystolic com coupon read does bystolic have a generic
prescription card discount open cialis coupons from manufacturer
how much is the abortion pill website-knowledge.com abortion services
gabapentin with liver disease gabapentin with liver disease gabapentin with liver disease
sumatriptan migraine headache sumatriptan migraine headache sumatriptan migraine headache
sildenafil teva sildenafil accord sildenafil 1a farma 100 mg
zithromax dogs lasertech.com zithromax antibiotikum

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.