Title	AMERICANSABROADVOTE.ORG
Brand	SF (THE SOCIALIST PEOPLE'S PARTY
Product/Service	INFORMATION CAMPAIGN
Category	D02. Costs / Creative Performance PR Campaign
Entrant	UNCLE GREY Copenhagen, DENMARK
Idea Creation	UNCLE GREY Copenhagen, DENMARK

Name	Company	Position
Thomas Ilum	Uncle Grey	Creative Director
Lukas Lund	Uncle Grey	Senior Art Director
Carl Angelo	Uncle Grey	Art Director
Carsten Bülow	Uncle Grey	CCO
Madeleine Tronbakken Naesborg	Uncle Grey	Account Director
Simon Naver	Unclegrey	Senior Art Director
Mathias Nielsen	Unclegrey	Motion Designer
Jimmy Blom	Unclegrey	Creative Director
Sophie Hotchkiss	Unclegrey	Copywriter
Frank Polauke	GreyWorks	Retoucher
Rasmus Mikkelsen	BeOn	Seeding Company
Henrik Sørensen	Out of Home Media	Media Company

The Campaign

A satirical and very public display of frustration, to be documented and seeded to the world media, making a clear statement of discontent, both nationally and internationally, with the hopes of reaching as many expat Americans as possible. We wrapped one of the busiest buses in Copenhagen with a political statement placed on the side of the bus. It read: AmericansAbroadVote.org and encouraged Americans living in Denmark to vote for the upcoming US presidential election. But wait, there’s more. We also placed a huge portrait of Donald Trump above the wheels of the bus, with customized wheel caps looking like his eyeballs. When the bus rolled down the street, so did his eyes, displaying him as the lunatic he is. The execution ridiculing the state of the US presidential election was created to provoke a reaction in all eligible voters and through the website start their voting registration process.

The Brief

Overall budget: 0 Media spend: Donated by Out Of Home Media Cost per piece: 0

Execution

The ad was implemented on a single bus running on one of the major bus routes in Copenhagen, Denmark, passing National landmarks like the Government building, The American Embassy, and all central traffic hubs, exposing it to locals, tourists and expat heavy areas. The bus ran for two weeks, with the on-going PR and social campaign running from day one.

OTS: + 5.7 billion people Media impressions: +1 billion Earned media value of: + €18.2 million Article reads: +7.38M Social reach: +100M (only first stage of sharing, estimated higher) Social Actions: 342K 3.1 million views on user generated content like GIFs on Reddit, Imgur and those alike. 125 global news media publishers covering the story. All of this with zero media spend.

The Situation

A carefully orchestrated PR and social media campaign, initiated by an audacious bus ad, was spread across the globe, making headline news across global news media including CNN, The new York Times, The Guardian to name but a few. The message was intentionally satirical and provocative to maximise reach and spread a serious message that could fundamentally effect the US presidential Elections, and openly position themselves as the party that’s not afraid to voice their opinion on a global stage.

The Strategy

Based on the excruciatingly tight election polls and knowing that there are almost 8 million eligible American voters living abroad that don’t vote, the strategy was to activate as many expat voters as possible. By starting a conversation the rest of the world wasn’t invited into, SF took it upon them-selves to raise the issue on behalf of America, and spread the word. Starting in Denmark by seeding it to influential bloggers, and then the rest of the world, through carefully orchestrated PR, and social media content. The approach was to highlight the ridiculous nature of the elections through satire with a serious message, to get out and vote, whether you are an expat in Denmark or anywhere else in the world.