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23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
European Parliament Election 2009Campaign Summary
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
375 Million Votes for Europe.
A communication concept by Scholz & Friends for the European Parliament elections in 2009.
Brussels, September 2008
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Europeans choose their Parliament in the world‘s largest transnational election.
27 member states
23 official languages
491 million inhabitants
375 million eligible voters
appr. 36 million first-time voters
751 or 736 mandates
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Not even every second EU-citizen votes in European elections - particularly the young abstain.
Source: Flash Eurobarometer 162, 2004
... is between 18 and 54 years old
The average EU nonvoter ...
... is to be found in all educationaland professional groups.
... can be found equallyamong men and women.
female
male
Workers
Professionals
EU total-25
18-24
25-39
40-54
55+
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Yet in each EU country we are dealing with a different group of nonvoters.
Poland
In Poland only two out of ten people vote.
Lithuania
In Lithuania men vote less often than women.
Ireland
In Ireland we particularly have to convince young people.
France
Source: Flash Eurobarometer 162, 2004
In France we have to reach out to people with lower qualifications.
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Within these groups we have to target the main reasons for abstaining.
Source: Standard Eurobarometer 69, 2008
Casting my vote won‘t change anything (68%).
I don‘t understand enough about the role of the EP (60%).
I‘m not interested in the European elections (59%).
The EP doesn‘t pay enoughattention to issues that
concern me (57%).
I don‘t feel represented wellenough by the members of
the EP (53%).
I‘m not well informed enough to vote (58%).
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Problem 1: Campaigns so far concentrated on civic duty – not quite a strong argument.
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
In order to reach voters the campaign has to address highly relevant topics.
Daily life concerns
Relevance
Clear Options
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Problem 2: Advertising alone is not enough to stimulate high turnout.
Voter turnout
Advertising costs per vote casthigh
1989 1994 1999 2004
58,5%
56,8%
49,8%
45,6%
low
low
high
Assumption: Advertising costs per eligible voter have remained constant throughout the past years.
2 €
4 €
6 €
8 €
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Political issues can (and should) rely on free media coverage, which is more effective and convincing.
Low-Interest(Muesli bar)
High-Interest(Cars)
Politics
Editorial reflection
Competinginterests
high
low
high
low
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Problem 3: In each country the Parliament was represented differently.
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
We need to adapt to national and even regional characteristics, but under one EU-wide umbrella.
EU-wide Umbrella
Regional Characteristics
Culture
LanguageHumourTraditionReligionMentalityColours
Political System
Electoral systemsElection datesMedia structureParty landscape
Notion of democracyLegal constraints
Relevance to Europe
InterestLevel of knowledge
UnderstandingExperience
ExpectationsNeeds
Identity CommunicationStrategy Design
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
The campaign has to focus on three groups: likely voters, most accessible nonvoters, first-time voters.
Most Accessible Nonvoters Likely Voters First-time Voters
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
The campaign has to focus on the individual relevance of political issues, not on an abstract idea.
1999 2004 2009
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
The campaign has to focus on topics within the competencies of the EP.
1. Do citizens have alternatives in decision-making?
2. Does the decision influencepeople‘s every day life?
3. Is the European Parliament in charge?
4. Do citizens want Europe to decide about this issue?
5. Are the decisions well received?
EP CompetencyRelevance
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
EnergySecurity/TerrorismRegions/DevelopmentEnvironment/Climate changeConsumer protectionResearch
CompetitionHealth/Social securityBudgetTrafficAntidiscriminationMigrationEducation
Question: Would you want the EU to have decision power over these issues? Source: Eurobarometer 69, Autumn 2007
Some of the most debated and decisive issues are highly relevant to the European Parliament Elections.
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
The topics have to be adapted to each country’s political relevance and suitability.
Security
Environment
Research
Regions
BE
Energy
Competition
Migration
Equal opportunities
Consumer protection
DE EL ES FR EE BG IE IT CY CZ DK LV LT HU LU AT NL PL PT RO SI FI SE SK UK MT
Agriculture
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
On these issues we highlight their impact on people´s everyday life – and that alternatives exist.
Core message for the electoral campaign:The European Parliament’s decisions impact on your life – your vote determines Europe’s direction!
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
The Claim
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
A successful claim has to fulfil its targets.The claim has to highlight relevance and mobilize voters.
1. It has to show relevance according to the strategy.
2. It has to directly
mobilise voters and call forparticipation.
3. It has to be catchy.
4. It has to be adaptable for 27 countries.
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
The Logo
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
The logo funtions as a powerful label next to the EP logo.
1. It needs to fit well with the EP logo and non-partisan.
2. It needs to be emotional, catchy and
easy to recognise as linked to Europe and the election.
3. It has to transport core information, such as the date and the claim - yet still be usable without.
4. It needs to be graphically simple, yet not raise misunderstandings.
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Outdoor
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
neu
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
neu
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
neu
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
neu
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
neu
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
neu
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
neu
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
löwe
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
The outdoor campaign needs to be adapted to the individual needs of each member state.
Each member state has different variables that need to be taken into account.
Formats and sizes according to country standards
National language requirements
Adapted to local cultural and political contexts
Timing of the outdoor campaign according to legal restrictions
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
TV-Spot
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
One spot for 27 countries will make it clear to viewers that “Your Vote Changes the News”.
There will be one ready-to-broadcast master for all 27.
The storyline will see “normal” Europeans read news stories they are personally hoping for in future.
It will be more authentic using the man in the street as the messenger.
It will be possible to present current success stories and future topics of the EP.
-
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
-
The flexible set-up will make it possible to notch-up the spot so it’s more appealing to TV stations.
TV-stations can include their own recordings. The possibility to show their own studio background and logo will convince them to provide free airtime.
Filming in front of green screen will mean that logos and background can be altered easily.
It would be simple to integrate celebrities, for example TV stations‘ well-known in-house “faces” like talk show hosts.
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Version no. 1: One for all, ready to broadcast.
• Two statements will be cut in each respective language.• A master film is then shot for every country: The first and the last vignette each consist of
a native news presenter and frame three to five statements from representative nations (e.g., East, West, North, South). Subtitles in all necessary languages will be added.
• In these three to five countries, the native presenter is exchanged with a news presenter from another country.
Native presenter’s statement with
neutral background.
Two local and up to three statements from
representative nations.
Native presenter‘s statement with
neutral background.
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Version no. 2: Notch it up a little with your news programme’s studio and logo.
Two local and up to three statements from representative nations.
Native presenter’s statement with broadcaster‘s studio & logo.
Native presenter’s statement with broadcaster’s studio & logo.
• Each broadcaster can insert its respective news programme’s studio and logo into the first and last vignette.
• That makes the film more appealing to the broadcasting station. • The viewer has the intensified impression of following the “real” news. • The implementation lies with the respective S&F offices and IOs, in collaboration with the
broadcasting stations.
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Version no. 3: Make it top-notch by putting your VIP on the screen.
Two local and up to three statements from representative nations.
Statement of a prominent in-
house face (e.g., talk-show host
Jonathan Ross).
• In the last vignette, the news presenter can be exchanged with a prominent in-house face, such as a talk-show host or a comedian. Contents will be inter-coordinated.
• That enormously augments the possibility of the film being screened and additionally motivates the viewer to cast a vote.
• The implementation lies with the respective S&F offices and IOs, in collaboration with the broadcasting stations.
Native presenter’s statement with broadcaster‘s studio & logo.
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Radio-Spot
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Each country will adapt the core radio spot – different languages but based on one creative idea.
The radio spots will be developed as catchy and loud, but explicitly political and contentful snap shots of every day life situations.
Based on one creative idea the spots will be adapted into 27 and even more language versions.
The budget for the media will only cover costs from very few countries. It will be spend on Easteuropean countries with lowest turnout. Other than that has to be free media.
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Relevant topics will be selected in each member state according to country specificities.
There will be two versions per spot – one with female voices and one with male voices – based on one creative idea.
Length will be fit to countries’ standard formats for radio spots.
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Three people are talking in a restaurant. They increasingly get louder and louder and finally start yelling slogans at each other through a megaphone, before their voices fade out as a speaker comes in.
Typical background noise in a restaurant, quiet murmur, clattering of dishes, music, etc.
Man 1: (chewing) In my opinion, we definitely need more solar energy!Man 2: (swallowing) Nonsense. We should simply connect more nuclear power plants to the grid!Man 3: (clears her throat) No, no, cars powered with hydrogen is what we need!Man 1: (his voice very determined) We should simply extract more crude oil.Man2: (louder) There is no future in oil. And the same goes for genetically
modified food.Man 3: (screams) Genetically modified food saves lives and genetics help cure diseases. Man 1: (through a megaphone) What we need is more stringent controls at
railways stations.Man 2: (screams) Controls limit our liberty!
(The last three statements overlap and start to fade out).
Speaker: If you care so much about it, why don’t you just go and vote. Vote in the European Parliament Election on June 4th 2009. Use your vote! draft example
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Online
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
The online campaign focuses on website contents, online marketing and viral elements.
EP-Website Online Marketing Viral Contents
Tools:Navigator, Flash-Module “Waiting for the results”
Tools:Banner, leading to the EP website, Social Community Marketing, etc.
Tools:Viral Marketing
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Website: A navigator allows for targeted campaign visuals directly on the EP website.
Closing button
Target group oriented campaign motives
Direct links to EP website content
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Viral and social community marketing promotes the EP website and produce further content.
• Social Media Release and Social Community Marketing• Advertorial and Institutional Link-Lists• Display Ads on EU-related or friendly partner sites• SEO and SEM measures for better visibility• Screencast Videos
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23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Outdoor Installations
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Installations will involve people and create strong media pictures.
The installations will be placed in cities with EP information offices for one month.
Each is accompanied by information on the elections for the European Parliament.
They create a strong snapshot for the local and national media.
The choice of installations has to be adapted to local context.
-
NEU
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
These four motives will be realised as installations.
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
The Choice Box
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
A participatory installation will involve people and create strong media pictures.
30 days before the election, the choice box will prompt people to cast their own wishes for Europe.
The installations will be placed in cities with EP information offices for one month.
The box serves as a media snapshot and its participatory mechanism acts as an incentive for news.
-
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Voices from all over Europe will be heard in all 27 countries. And in the EP of course.
1 box per country
2 TV-columns in the EP.
On the outside of the box, selected contributions from people throughout the EU will be shown.
Contributions will be selected for display by the local offices.
A “best of” is shown in the EP.
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23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Unusual Polling Stations
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Every vote counts! The election as a global adventure.
Pyramid laboratory at Mount Everest
ISAF troops in Afghanistan European Kung Fu
students in China
International Space
Station ISS
Neumayer-Station III
in the Antarctic
Confederations Cup 2009
Cruise Ship in international
waters
Robben island, South
Africa
European exchange
student abroad
European actors in Hollywood
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
The election as a global adventure. And every vote counts.
The EP sends information boxes on a journey to remote places – so that every European gets a reminder of the European Parliament election.
EP president Hans-Gert Pöttering sends these boxes out from Brussels during a visio-conference e.g. with the International Space Station (ISS).
In addition he takes part in one of the journeys. (not ISS)
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23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Countdown
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
A countdown travels through Europe and puts the election day into the media spotlight.
A countdown at impressive and funny places draw attention to the election.
Journalists are invited to witness these events and to create high profile pan-European and national media coverage.
The target group of this campaign are mainstream media outlets with a strong visual content.
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23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Eurovision Song Contest
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
“European Elections - 12 Points”: Correspondents of the Eurovision Song Contest call for citizens to vote.
In the finale of the Eurovision Song Contest on 16 May 2009 in Russia, we will show elements of the campaign.
For example, national correspondents of the final vote counting will be wearing a button with the logo.
Participants will wear the buttons at press conferences, events and interviews.
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23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Individual assistance for countries
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
For individual requirements the member states may get customized assistance.
The EP and its information offices will be in need for customised assistance when it comes to logistic support, individual projects, PR-work or contacts with potential partners.
All 27 Scholz & Friends offices in all 27 member states will provide assistance when needed.
Selected information offices will ask for country specific measures.
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23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Summary & Timing
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
08/08 09/08 10/08 11/08 12/08 01/09 02/09 03/09 04/09 05/09 06/09
EP Electoral Campaign Start Party Campaigns
EP Election-Countdown Election
radio- spot
Online
Count-down
Outdoor ads
Installations
Choice box
Unusual polling stations
LaunchPress
Conference Countdown
TV-spot
23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I
Thank you.