||A07. Not-for-profit / Charity / Governemt|
|Title||CHOOSE YOUR FUTURE|
|Product/Service||EUROPEAN PARLIAMENT ELECTION |
&CO Copenhagen, DENMARK
&CO Copenhagen, DENMARK
OGILVY & SOCIAL.LAB BELGIUM Brussels, BELGIUM
NEW LAND Copenhagen, DENMARK
ACADEMY FILMS London, UNITED KINGDOM
||&Co. / NoA
||&Co. / NoA
||&Co. / NoA
||Director Of Photography
Why is this work relevant for Media?
The goal of the campaign was to engage Europeans in the 2019 European Elections.
Paid, owned and earned media amplified each other. With a target group of 400 million eligible voters it was vital to combine television, cinema, print, press, social media, and an ambitious ground game with thousands of partners and volunteers to support the campaign across Europe.
44% of Europeans recall the campaign. And Europeans who recall the campaign had a 24% higher voting turnout.
The overall voting turnout in the European Elections increased by 19% to a 20-year high.
Situation: Voter turnout had been declining since the very first European Elections in 1979 and hit a low point in 2014 with only 42,5 % showing up to vote.
Brief: The role of this campaign was to make Europeans stand together and vote in the 2019 European Elections. With Brexit, the rise of fake news, populism, and nationalism, the European project felt fragile in the time leading up to the elections. Commissioned by the Parliament the brief was not to create a political campaign about who and what to vote for, but a democratic campaign about why we (should) vote.
Objectives: Engage Europeans in the 2019 European Elections. The ambition was a 360º campaign with TV, social media and press, but taking the huge and diverse target group of 400 million eligible European voters into consideration, the means were limited. Most of the exposure had to be earned.
Describe the creative idea / insights (30% of vote)
From the second we come into this world, we’re in it together.
Democracy should unite us, but politics often divide us. We tend to forget all the things we have in common.
We needed a message of hope, and the biggest act of hope and will to believe in a better future is a child’s birth. So, we filmed the intense and raw beauty of new Europeans being born, across Europe, right before the elections. In total, 15 real births were filmed across four European countries.
In a world where public breastfeeding is still an issue sometimes, live births in an official EU film is a big statement.
The campaign consisted of radio, print, outdoor, press etc. But the main content was a long-format online-film, and with a huge and diverse target group of 400 million eligible European voters, the film had to be impactful. Exposure had to be earned.
Describe the strategy (20% of vote)
A survey revealed that 80 % of Europeans believe that what unites Europe is more important than what separates us. But it also showed that many have worries or doubt regarding the future of Europe. Climate change, migration, terrorism and many more global issues makes the future feel uncertain.
The strategy was to give a positive perspective for the future, even with the huge challenges we face globally, because the European Union is our hope for tackling these problems together.
The target group was the 400 million eligible European voters, so most exposure had to be earned.
Describe the execution (20% of vote)
Leading up to the 2019 elections, paid, owned and earned media amplified each other. With a target group of 400 million eligible voters it was vital to combine Television, Cinema, Print, press, and social media.
An ambitious ground game with thousands of partners and volunteers were orchestrated to support the campaign across Europe.
Within a matter of weeks, the campaign film generated more than 135 million views on social media alone and 600.000 interactions (shares, comments, likes). 1200 cinemas contributed and showed the film. 84 national tv-channels aired a tv-version more than 2500 times altogether (plus the coverage by regional channels). The biggest medias in Europe did editorial coverage on the campaign (Forbes, Guardian, Spiegel, Le Figaro, Bild, Politico, Le Monde and many, many more), and it became the object of news and panel discussions on many of Europe’s biggest tv-channels.
List the results (30% of vote)
• Action/business results – sales, donations, site traffic, achievement against business target • Outcomes/awareness - change in behaviour, reach, public opinion, content response
The campaign earned €9.466.667 in media exposure (OTS 3.44 billion)
44% of Europeans recall the campaign, and 27% specifically saw the campaign film prior to voting.
And while voter turnout never comes down to one or even a few deciding factors, the campaign messages had a clear impact on voter turnout.
Europeans who recall the campaign had a 24% higher voting turnout.
Europeans who specifically saw the campaign film prior to voting had a 28% higher voting turnout.
And the overall voting turnout in the European Elections increased for the first time since the very first elections in 1979.
Voter turnout increased by 19% to a 20-year high. (An 8,5 points increase from 42,5% in 2014 to 51% in 2019).