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© jump!® 2016 Cre
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© jump!® 2016 Cre
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Brexit jump! Rubberneck
June 2016
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© jump!® 2016
On June 23rd, Britain takes to the polls for one of the
most divisive and emotive Referendums in its history.
Welfare. Immigration. Healthcare. The Great British
Pound. Jobs.
These are all “up for grabs” in a debate that
transcends a ‘Remain’ or ‘Leave’ vote.
This Referendum gets to the heart of issues that will
shape Britain for future generations.
Control. Belief. Britishness. Confidence. Openness.
Success. Strength. Unity.
These are all issues and needs that brands tap into in
different ways in 2016.
We wanted to find out the lessons marketing could
learn from the Brexit campaigns.
We took to the streets to understand the big themes
and needs around Brexit 2016.
Welcome to our latest Rubberneck.
This. Runs. Deep.
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We attended rallies, spoke with campaigners, interviewed
Remain and Leave voters, chatted with Spanish Exchange Students, handed out leaflets with Somalian Society Reps…
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Poll results have fluctuated: it’s in the balance.
The tragic murder of an MP has led to widespread grief and criticism of aggressive right-
wing messaging in the campaign.
The balance of power has swung back and forth, leading to confusion and uncertainty.
In high stakes and high uncertainty, strong emotions take over.
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The language
of the
campaign is of
conflict and
aggression.
Anger
Poison
Frustration
Deceit
Racism
Scepticism
Fear
Irritation
Kill
Rules
Sovereignty
“
”
In times of aggression,
people’s views
become more
extreme.
Which side are you
on?
Extremity is increased
when the different
sides feel
misunderstood…
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Moving forward
Reinventing glory
Compromising, persevering, trusting
Attracting younger voters
Going back
Restoring past glory
Reminiscing, switching, separating
Attracting older voters
Polls show a significant split between older and younger generations*.
‘Remember when Britain was’ vs ‘The EU will help Britain be’
*Source: YouGov, Opinium
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Three Brexit Themes:
1. The Storytellers
2. New Identity
3. Power Up
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LeaveThe Storytellers
People told us about their frustration with the
information they received from both sides.
Fearmongering. Twisted statistics. Inconsistency.
Hidden agendas. People don’t know who, or what,
to trust.
In the absence of clear truth, people latch on to
simplicity. Stories told with repetition and
consistency.
This is the referendum of storytellers, rather than
truth-makers.
Focus on your key point and build up the story
around it: in a world of complexity, stories make
tough facts digestible.
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“People are afraid to talk about concerns for fear of being labelled racist”
“I’ve seen lots of documentaries about EU workers undercutting jobs”
“EU pulls us away from the far right, where I see us going at the moment”
“The economy will be better if we stay, it’s a simple fact”
Remain
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“Britain could once again lead clinical trials”
“We [Britain] have always spread power among the general population”
“Living, working, sharing together is the best way”
“I want to be able to travel, work and study in the EU”
New Identity
People spoke a lot about Britishness and how the
meaning of Britishness is changing.
This is the referendum of British identity.
Fuelled by the digital revolution, there’s a
generational shift from pride in old traditions to
pride in openness to new cultures.
Remain’s Britishness is the mixing cultures, ethnicities
and influences; tolerance and compromise.
Leave’s Britishness is one of maintaining traditions
and holding firm against external influence.
To choose an identity and make it clear is more
convincing that to straddle the two.
Leave Remain
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“We’ve done it before [prospered outside the EU] so why can’t we do it again?”
“We should be in the EU for security – the EU helps us defend our country”
“As the United Kingdom we can still take on the world and be successful”
“There are some issues which are too big for member states on their own”
Power Up
People talked a lot about strength and control.
They want agency in issues that affect them
Democracy. Process. Security. Legality. Trade.
Power is about Britain’s ability to influence these
issues.
People feel powerful when they have resources
and no constraints. Support for Remain is more
about combined resources, while Leave is more
about removing constraints.
Make people feel more powerful by giving them
tools to achieve what they want, or by removing
constraints that hold them back. Ideally both.
Leave Remain
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Don’t take over.
Encourage, insist,
cajole, tempt… but
don’t take it out of
their hands
Either referendum
result will promote
of one kind of
Britishness over the
other
Reasons to believe
a marketing
promise should fit
coherently with the
broader context
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The Storytellers
Focus on your key
point and build the
story around it.
New Identity
‘Britishness’ is
changeable. Choose
which kind is closer to
your brand.
Power Up
Give people tools or
remove constraints, to
make them feel
powerful.
Three key themes: Summary
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12Sticking our (rubber) neck out
Our money is on Remain
It’s currently 1/4 at the bookies,
compared with 3/1 for Leave.Odds from Paddy Power Betfair (June 22nd 9:30am)
The Unknowns
• Young voters are less likely to turn out,
and many will be at Glastonbury
• Polls could be skewed by people giving
socially-acceptable responses
• Undecideds could swing the the vote
either way
We know it’ll be close!
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Brexitjump! 2016 Rubberneck
© jump!® 2016 Cre
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