How one judgemental booth attracted thousands of new voters.
Putting some understanding around the business problem, or opportunity.
For the 2017 State Election, our marketing agency created two campaign streams, one focusing on first-time voters, and the second, to ensure everyone is fully informed about the upcoming election and the role they play in shaping WA.
Our task was to increase the number of people on the WA electoral roll, whilst maintaining their interest in voting.
Finding a new, creative way to get the customer conversation started.
With a three-tiered campaign approach, we created a branded device that translated across three specific markets: culturally and linguistically diverse West Australians; regional residents and general voters. We understood the importance of simplicity when communicating the key milestones for the campaign, namely enrolment and updating enrolee details, early voting and attendance details for Election Day itself.
Enter: the silently judgemental voting booth - a personified booth that expressed extreme disappointment over West Australians who hadn’t yet got around to voting. This humorous device became a brand ambassador, and, we took it across TV and press, filtering messaging across a plethora of other communications tools.
How did we go converting the objectives into results?
The ‘judgemental booth’ marketing campaign dramatically boosted the volume of enrolees. The flagship campaign element was a series of TVC’s that staggered communications regarding enrolment, humorously creating a sense of urgency, and leading to a voting turnout of almost 1.6 million West Australians.