The Unforgettable Ghana Election
Multiple research and social media general sentiment had found that about 40% of the Ghanaian electorate were undecided about the 2020 general election in Ghana. Such levels of apathy was most likely going to push the election to a run-off, and Ghana's election history indicates that the incumbent political party always loses to the opposition party.
Develop an advertising, public relations or political party communication idea to stimulate voter interest in the 2020 general election and consequently reduce the voter apathy.
EMOTIONALISM: Emotionalism is an advertising technique designed to make the audience feel the action the advertisement is asking them to take is rather a noble responsibility, and not a mere consumer choice -and we do this by emotionalising the selling points of the product. We applied emotionalism through Integrated communication to boost voter interest in a direction that will benefit Nana Akufo-Addo and the New Patriotic Party (NPP).
OUR CREATIVE ACTION
In the incumbent NPP's case, their flagship achievements were what we would call their products: so we developed a tactical integrated advertising campaign that had the beneficiaries of those flagship achievements making an emotional appeal to the electorate to safeguard their livelihoods and future with their votes. By doing that, we offered the ‘uninterested’ electorate an emotional reason to vote, and also the direction their votes should be cast.
“MY LIFE DEPENDS ON YOUR VOTE SO "REMEMBER ME.”
The campaign generated over 85million online impressions and engagements .
The campaign became the no.1 trending advertising subject during the election campaign.
The immediate impact of the campaign compelled the opposition party was to react to the campaign with counter based off the same 'Remember Me' headline.
Scores of apathetic electorate across social media and traditional media platforms openly declared a change of mind –in the end, voter turnout exceeded the previous election and the incumbent NPP won in the first round.
The campaign continues to gain impression even after the elections.
The Croissant That
Came To The Market
Client had ordered 200,000 pieces of unbaked-frozen croissant from Europe to serve a buyer who had requested for daily snacks for a period of time. Before croissant would arrive, the buyer had unexpected turn of events and had to cancel the order -and indeed they did. Client tried to find a new buyer but couldn't get any who would buy significant quantity in time, and that led them to Riverblade Creative.
Do an advertising campaign that would create awareness and generate demand for the 200,000 pieces of the frozen croissant within 6 months.
We surveyed the market to know how much croissant competition there is, and also to know the scale of demand for it. We found that everyday people don't eat croissant much at all; with reasons going from access to price. The regular folks we engaged tended to think croissant is for the rich and upper class so is never on their snack list, and they hardly even come across it at the places they eat or buy snack from. Client's price was not that high and it wasn't low enough for the low income folks either, so the game was cut for the middle and upper class.
OUR CREATIVE ACTION
In an online and POS campaign, we decided to tell a story about this snack, and tell it in a style that would make the middle class want to have a bite of "this thing they are talking about" and also tell it with punch that would put it on top of the minds of the upper class –who knew it and was already eating it from other places. Additionally we tagged the communications with the price to help reduce hesitation in the mind's of prospective consumers'.
First, we told a story about where the 'thing' is from. and the fact that that doesn't really matter, it's a good food made for everyone so 'just eat it.
And then we went into the taste to make make it extra appealing to the and worth every penny one spends on it.
and then we hinted on the healthiness to take away the worries of the health-conscious consumers.
The campaign attracted new consumers and the 200,000 pieces of frozen croissant were sold in 7 weeks. That is 4 months and 1 week ahead of targeted time.
Hundreds of first-time croissant eaters were attracted and converted into habitual Koko King consumers.