Title	COME AND VOTE!
Brand	ASOCIATIA PRO DEMOCRATIA
Product/Service	PRO VOTING CAMPAIGN
Category	C08. Charities, Public Health, Safety & Awareness Messages
Entrant Company	LEO BURNETT Bucharest, ROMANIA
Advertising Agency	LEO BURNETT Bucharest, ROMANIA
Media Agency	STARCOM MEDIAVEST GROUP Bucharest, ROMANIA
Production Company	MULTIMEDIA EST Bucharest, ROMANIA

Name	Company	Position
Mark Tutssel	Leo Burnett Worldwide	Worlwide Chief Creative Officer
Razvan Capanescu	Leo Burnett Romania	Chief Creative Officer
Razvan Capanescu	Leo Burnett Romania	Copywriter
Cosmin Ezaru	Leo Burnett Romania	Art Director
Radu Olteanu	Leo Burnett Romania	Copywriter
Alexandra Iavorschi	Starcom Mediavest Group	Media Director
Roxana Buha	Starcom Mediavest Group	Media Manager
Lorand Balint	Leo Burnett Romania	Managing Director
Mugur Patrascu	Leo Burnett Romania	Digital Strategy Director
Oana Bulexa	MSL Group The Practice	PR Director
Diana Alexa	Leo Burnett Romania	Account Director
Victor Stroe	Leo Burnett Romania	Planning Director
Marian Ionescu	Leo Burnett Romania	Social Media
Matei Psatta	Leo Burnett Romania	Social Media
Anca Pantus	Leo Burnett Romania	PR Manager
Andrei Amarfoaie	Multimedia Est	Director
Toma Velio	Multimedia Est	DOP Lighting Cameraman
Ruxandra Stanescu	Multimedia Est	Post Production
Maria Zaharia	Multimedia Est	Editor
Dragos Valcu	Multimedia Est	Executive Producer

The Brief

How do you persuade people to stay in line (sometimes for 8 hours) just so they can vote? Two months before the presidential elections in Romania, 67,6% of the population declared it has no intention to vote! Asociatia Pro Democratia – the most important NGO for human rights – called us for help. Idea: What if our ancestors didn’t show up for the crucial moments in our history? We based our campaign on the ridiculous excuses people use for not coming to vote, depicting a different course of history, as if Romania would have been conquered by a neighboring power.

Campaign Success

We made the voting relevant for the target, by making them think what it could have happened if their ancestors didn't showed up for the crucial moments in history, and therefore to which culture Romania would had been annexed? The videos became an instant viral. We concentrated big firepower in the online, basing our efforts on social media and content creators. We've reached out and convinced A-listers of the Romanian online to close their blogs and websites, promoting the message "you don't vote, you have no right to comment". On the vote day we prompted people to change their profile on Facebook with the proof of voting – the stamp.

Describe the success of the promotion with both client and consumer including some quantifiable results

We succeeded to overturn the percentage - 62% of the Romanian electorate showed up and voted (this hasn't happened since 2004 and studies estimated that this election will have the lowest turnout in history) Total reach: over 4 million people Over 100.000 users engaged directly with the Facebook page & event Hundreds of thousands more shared or re-uploaded our clips Vloggers and other content creators made spoof or follow-up videos inspired by our clips (some reached more than 100.000 views) In the second vote round, one of the two candidates shared our video. He is now the President.

Explain why the method of promotion was most relevant to the product or service

The campaign was designed to create an immediate response from the people, activating them to go out and vote in the Romanian presidential elections. As we had almost no media budget, we relied a lot on the power of the message to convince the Romanian media to sustain us for free. Therefore, we developed the campaign rather organically, responding and adapting it to the media channels wanting to promote our initiative. -main TV channels in Romania broadcasted the videos for free. -the videos became an instant viral in Romania, getting all the attention from the social media, top bloggers, content creators etc - famous radio host started talking Turkish, making a point about losing Romanian identity. - outdoor, we changed the names of streets to the names of Ottoman rulers. - on the day of the vote, we prompted people to change their profile on Facebook with the proof of voting – the stamp.