Thank You for your Vote
In September and October 2019, some advertisements in urban spaces belonged (and sometimes still belong…) to political campaigns.
For many years, OOH advertising has been a way to build mass reach at relatively low costs (compared, for example, to TV campaigns). However, one cannot help but feel that the published posters are visually very similar. Most often, it's the candidate's image, name, list number, and party logo. The fact that there is little information is good. On the other hand, are we forgetting that in public spaces, one needs to stand out?
OOH and DOOH advertising, fortunately, mostly aims for positive image building. Unlike the Internet or social media, it does not show a fight between candidates or parties. They focus on a simple – but positive – pro-election message.
Looking at the actions of Western countries, where innovative solutions, technology, and real-time marketing are more frequently used, I have the impression that we are still in the process of discovering these possibilities. That is why, during the political campaigns I conducted, I decided to share some knowledge and inspiration with my clients.
In the campaigns before this year's elections, parties rented digital advertising space for general messages. They divided them by region or among individual candidates. To a large extent, DOOH campaigns were chosen due to the capabilities of the screens – multiple spot changes, flexibility of campaign start and end (the moment the election silence begins). In my opinion, one of the key aspects is the ability to react in real time. After winning, one of the candidates decided to thank his voters for all their votes. Thanks to advanced technology, we prepared and displayed a graphic within one afternoon, informing about the election success along with personal thanks.
What could be more important than showing voters that their votes truly matter?
Perhaps that it is with them and thanks to them that plans and promises can be realized.