| Title | #STORYCHANGERS |
| Brand | EUROPEAN PARLIAMENT |
| Product/Service | EUROPEAN ELECTIONS 2014 |
| Category |
A07. USE OF SOCIAL IN A DIRECT MARKETING CAMPAIGN |
|
Entrant Company
|
OGILVY GROUP Brussels, BELGIUM
|
|
Advertising Agency
|
OGILVY GROUP Brussels, BELGIUM
|
|
Advertising Agency 2
|
SOCIAL LAB Brussels, BELGIUM
|
|
Production Company
|
MOJUICE Haacht, BELGIUM
|
Credits
| Laure Van Hauwaert |
Ogilvy Group Brussels |
Institutional Communications Director |
| Kristel Vanderlinden |
Ogilvy Group Brussels |
Head Of Strategy |
| Sam De Win |
Ogilvy Group Brussels |
Executive Creative Director |
| Tomas Sweertvaegher |
Ogilvy Group Brussels |
Social Media Lead |
| Ulrike Stolze |
Ogilvy Group Brussels |
Account Lead |
| Mirva Swartz |
Ogilvy Group Brussels |
Account Director |
| Seb De Roover |
Ogilvy Group Brussels |
Digital Creative Director |
| Pia Tamm |
Ogilvy Group Brussels |
Social Media Executive |
| Ieben Enghien |
Ogilvy Group Brussels |
Account Executive |
| Bruno Dejonghe |
Ogilvy Group Brussels |
Tv Producer |
| Stefan Dias |
Ogilvy Group Brussels |
Copywriter |
| Ivan Moons |
Ogilvy Group Brussels |
Art Director |
The Brief
The European Parliament asked us to develop a viral activation campaign for young urban Europeans aged 18-25.
The purpose was to raise awareness about European elections with this target group in particular, and to engage
young people to go vote.
The challenge : Get one of the most difficult to convince targets to take an interest in the European elections 2014.
Strategy : Show to young people that –by acting- they can change things and have them their way. We did this through an online event where young people were invited to change the ending of a film.
Creative Execution
Research showed that young people:
- have a very low interest in politics and elections: they think they have no power to make a change.
- live in a participative culture that supports creative freedom and sharing one's creations.
- respond best to peers: young people show 20% more chance to change behaviour if similar people like a communication or engage with it.
We played on these insights and created a real online happening, speaking the language of our audience; using their communication codes of creating, sharing, watching live ... Shareable material was created at all stages.
Describe the creative solution to the brief/objective.
We created a live online event that lasted a week: a film provoked young people, saying they don’t care – and we gave them the opportunity to show we are wrong by proposing ‘their’ new endings. Paid and earned social media drove traffic to the website. Submissions were shared on social media to get support (votes) from friends. The top listed submissions were drawn live by the artists during a live 4-day drawing marathon executed by 5 international animation studio's. We showed youngsters that by taking action and using their power they can really change a story.
Results
Main film: 2,496,099 views (1,132,525 on YouTube and 1,363,574 on Facebook). 97% within the pre-defined target group of 18 to 25-year old EU members.
Website: 74,545 unique visitors, that submitted 1134 alternative endings of which 94 new films were produced. 32,314 visitors tuned into the livestream and watched a very high average time of 8 minutes.
197 articles were published, generating an earned reach of 39,897,220 people.
Page Post Ad Facebook promotion: Invested 43.268,56€ ; Reach 17.417.786 ; CTR 1.543% ; CPV 0,04€
Advertising Standard Unit Facebook: Invested 21.515,68€ ; Reach 51.917.595 ; CTR 0.030%