Cannes Lions: 奥巴马又赢了——获钛狮和整合营销大奖


嘎纳广告节最牛逼的的大奖, 代表未来广告趋势的大奖——钛狮和整合营销全场大奖(Titanium Grand Prix and Integrated Grand Prix) 出乎意料又合乎情理的给了“奥巴马总统竞选”

Obama For America, 这是嘎纳有史以来第一个获得全场大奖的非业内公司, 它却利用电视, 广告, 平面, 户外媒体帮奥巴马轻松拿下总统竞选! 对, 还有它的杀手锏——网络媒体!

Type of Entry: Titanium and Integrated
Advertiser/Client: OBAMA/BIDEN 2008
Entrant Company: OBAMA FOR AMERICA
Advertising Agency: OBAMA FOR AMERICA

Describe the campaign/entry:
When Sen. Barack Obama announced that he was running for President, he faced the longest odds in election history. As a little known African-American Senator with only two years of Washington experience, he was running against the formidable Clinton political machine, a seemingly endless war in Iraq and economy that everyday squeezed the middle-class. The campaign relied on several tactically imperatives: Only one candidate would emerge as the “alternative” to Clinton – Obama had to own that title; the election would be about change from Bush and the previous eight years – evidenced by the 2006 elections; Obama’s appeal to younger voters and the boom of social networking tools would be integral to his success – OFA sought to create a “movement” for change; to win, OFA would need to expand the “electoral map” – fight hard in states like Virginia, North Carolina, and Indiana that had consistently voted Republican.
Give some idea of how successful this campaign/entry was with both client and consumer: President Obama won the General Election by the biggest margin of any Democrat in 60 years, save Lyndon Johnson. By bringing millions of new voters into the political process, he won in states that had not voted for a Democrat for President in decades. Today, President Obama’s campaign serves as case-study for how a successfully integrated campaign can mobilize support, influence a population and change the face of government.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation. Primary strategy hinged upon strong finishes in Iowa and New Hampshire. To introduce voters to Obama’s biography, advertising in both states began early. OFA’s main targets were the older primary voting faithful first. This was especially true in Iowa because of the caucus system. The second focus was on those Independent voters disenchanted with Bush and the Republican Party. In all cases, OFA used television, radio, print, online, and outdoor advertising to transmit the change message. A victory in Iowa and a second place finish in New Hampshire resulted in a series of short and strong advertising campaigns across the nation. OFA put millions of dollars into Television, Radio, and Online to reinforce aggressive earned media and field strategies. Successful, OFA used a similar strategy in the General Election against Senator McCain. Obama’s exposure during the primary allowed OFA to expand the electoral map and compete in historically Republican strongholds.

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