Monthly Archives: May 2010

Labour tells disaffected Lib Dems to ‘Come Home’

The Labour Party have put out an advert online that invites Lib Dems upset about the coalition government to ‘come home’ to Labour.  The headline and accompanying visual pun, using the Liberal Democrat logo, is very clever.

I’m not sure how effective a piece of communication it is, as Lib Dems – however disaffected – would take a while to think of Labour as ‘home’.  But hey – it’s funny, will rile the coalition and amuse the Labour faithful.

(Thanks to Paul for sending)

David Miliband’s Leadership Video

David Miliband has released a video to try and woo the Labour Party membership to support his campaign.  He makes education the focus of the video and manages to strike the balance between intellect and ‘man-of-the-people’ perfectly.

The sound bite “we are all equal on polling day” and pointing out the party will have to come back together once the leadership battle is over, were both highlights for me; the name-checking of Obama and the Kennedy ‘drop a pebble in a pond’ quotation were lows.

I imagine his detractors would have felt that the musical score and ‘looking to the horizon’ end frame was over-the-top, but for the less cynical it would have probably achieved the emotional connection that was desired.

Online attacks on BP continue

Following on from Greenpeace’s re-branding of BP, there is now a twitter feed which updates followers as to the various environmental offenses that BP are being accused of.  The feed has nearly 40, 000 followers – an absolutely collosal amount.  Yet another example how social media can cause a real public relations headache for multi-nationals who get caught behaving improperly.

(Thanks to Erik for passing this on).

Was 2010 an online election?

Apex Communications published a report just prior to the general election which researched PPCs in 100 battleground seats to see how prepared they were for the election and how much of an impact social networking was likely to have in these seats.

The report found that few were prepared enough to take full advantage of the medium through the campaign.

· 10% of candidates had no personal website

· 54% of websites had no links to the candidates’ other social networking sites such as Twitter or Facebook

· Less than half of all candidates were on Twitter and most of those have low levels of interactivity

· Only 29% of candidates used a blog

· Candidates with a national profile, including party leaders, dominated online platforms – 62% of all Facebook supporters and fans of candidates come from the top three most popular profile pages

· Local candidates from the three main parties were equally inactive – and independent candidates and smaller parties like the BNP and Respect exploited online techniques more effectively

(Thanks to Carlo for passing on the report and the press release, that I have quite obviously ripped off for this post)

Amnesty raise cash online for anti-Shell advert

Amnesty International have been raising funds online to pay for insertions in national newspapers to coincide with Shell’s AGM, which takes place tomorrow.

The press ad, featuring a champagne glass filled with oil, attacks the profits that Shell have made via exploiting oil reserves in the Niger Delta.  The powerful imagery and copy, all using tones of grey and black, encourages share holders to hold the Shell board to account for the actions in the region.

A fantastic piece of advertising from Amnesty and smart use of their huge social media activist base to raise cash.

Dave and Gordon want Nick to be their magic number

Just stumbled across this great piece of media planning from Orange that appeared in press the day after polling day, on Jeni Rogers’ blog.  The creative execution is nicely done, but credit to whichever agency had the foresight to suggest the insertion and a massive pat on the back for the client who had the guts to say yes.

4 advertising lessons to learn from this election

So the first ‘lessons we can learn from this election’ articles are beginning to emerge in the mainstream media.  Below is an abbreviation of a really good article written by Andrew Harrison – Chief Executive of the RadioCentre – in Marketing Week:

First, predictive research, which anticipates how someone might behave in a hypothetical situation (“If there were a general election tomorrow, how might you vote?”) is a lot less reliable than actual behavioral research (for instance, an exit poll that asks “How did you just vote?”)…Good research is the best data we have; believe it and act on it, don’t be in denial of it – especially when it’s telling you what you might not want to hear.

Second, this election reminded all of us of the real pulling power of old media…This was, in fact, an election battle transformed by weekly TV debates – delivering multiple-million audiences – and shaped by the ensuing press response.

The third lesson is equally fundamental: having identified the appropriate media channel with which to engage your target consumer, you still need to deliver memorable advertising – with a compelling proposition, drama and a memorable selling line.  Just 24 hours after the closest-fought election in a generation, most people were hard pushed to recall a single poster, slogan or party political broadcast. Great brands deserve iconic campaigns

Finally, the most valuable lesson of the election was reserved for all of us involved in brand equity, which is that great brands stay true to their principles – they don’t break covenants with the consumer, don’t do deals, and don’t change strategy whenever an opportunity arises. That’s the route to short-term volume gain and long-term equity erosion. In the words of the textbook, they are “built to last”. Unlike coalitions.