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EU Election Campaign Summary

G
Gilbert James Weber

The document discusses strategies for increasing voter turnout in the 2009 European Parliament elections. It notes that currently less than half of eligible EU citizens vote, with young and less educated citizens among those most likely to abstain. It recommends that the campaign focus on highlighting issues of direct relevance to citizens' daily lives that are within the European Parliament's powers. Specifically, it suggests focusing on topics like energy, security, the environment and consumer protection. The campaign also needs to be adapted to each country's political and cultural contexts to be most effective.

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EU Election Campaign Summary
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I European Parliament Election 2009 Campaign Summary
23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 Of鍖ces I Berlin I Europeans choose their Parliament in the worlds largest transnational election. 27 member states 23 of鍖cial languages 491 million inhabitants 375 million eligible voters appr. 36 million 鍖rst-time voters 751 or 736 mandates
23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 educational and professional groups. ... can be found equally among 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 Of鍖ces 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 quali鍖cations.
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Within these groups we have to target the main reasons for abstaining. Source: Standard Eurobarometer 69, 2008 Casting my vote wont change anything (68%). I dont understand enough about the role of the EP (60%). Im not interested in the European elections (59%). The EP doesnt pay enough attention to issues that concern me (57%). I dont feel represented well enough by the members of the EP (53%). Im not well informed enough to vote (58%).
23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 Of鍖ces 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 Of鍖ces I Berlin I Problem 2: Advertising alone is not enough to stimulate high turnout. Voter turnout Advertising costs per vote cast high 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 Of鍖ces 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 re鍖ection Competing interests high low high low
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Problem 3: In each country the Parliament was represented differently.
23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 Language Humour Tradition Religion Mentality Colours Political System Electoral systems Election dates Media structure Party landscape Notion of democracy Legal constraints Relevance to Europe Interest Level of knowledge Understanding Experience Expectations Needs Identity CommunicationStrategy Design
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I The campaign has to focus on three groups: likely voters, most accessible nonvoters, 鍖rst-time voters. Most Accessible Nonvoters Likely Voters First-time Voters
23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 Of鍖ces 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 in鍖uence peoples 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 Of鍖ces I Berlin I Energy Security/Terrorism Regions/Development Environment/Climate change Consumer protection Research Competition Health/Social security Budget Traf鍖c Antidiscrimination Migration Education 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 Of鍖ces I Berlin I The topics have to be adapted to each countrys 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 Of鍖ces I Berlin I On these issues we highlight their impact on people卒s everyday life and that alternatives exist. Core message for the electoral campaign: The European Parliaments decisions impact on your life your vote determines Europes direction!
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I The Claim
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I A successful claim has to ful鍖l 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 for participation. 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 Of鍖ces I Berlin I The Logo
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I The logo funtions as a powerful label next to the EP logo. 1. It needs to 鍖t 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 Of鍖ces I Berlin I
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Outdoor
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I neu
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I neu
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I neu
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I neu
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I neu
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I neu
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I neu
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I l旦we
23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 Of鍖ces I Berlin I TV-Spot
23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 Of鍖ces I Berlin I - The 鍖exible set-up will make it possible to notch-up the spot so its 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 Of鍖ces I Berlin I Version no. 1: One for all, ready to broadcast. Two statements will be cut in each respective language. A master 鍖lm is then shot for every country: The 鍖rst and the last vignette each consist of a native news presenter and frame three to 鍖ve statements from representative nations (e.g., East, West, North, South). Subtitles in all necessary languages will be added. In these three to 鍖ve countries, the native presenter is exchanged with a news presenter from another country. Native presenters statement with neutral background. Two local and up to three statements from representative nations. Native presenters statement with neutral background.
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Version no. 2: Notch it up a little with your news programmes studio and logo. Two local and up to three statements from representative nations. Native presenters statement with broadcasters studio & logo. Native presenters statement with broadcasters studio & logo. Each broadcaster can insert its respective news programmes studio and logo into the 鍖rst and last vignette. That makes the 鍖lm more appealing to the broadcasting station. The viewer has the intensi鍖ed impression of following the real news. The implementation lies with the respective S&F of鍖ces and IOs, in collaboration with the broadcasting stations.
23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 鍖lm being screened and additionally motivates the viewer to cast a vote. The implementation lies with the respective S&F of鍖ces and IOs, in collaboration with the broadcasting stations. Native presenters statement with broadcasters studio & logo.
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Radio-Spot
23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 Of鍖ces I Berlin I Relevant topics will be selected in each member state according to country speci鍖cities. There will be two versions per spot one with female voices and one with male voices based on one creative idea. Length will be 鍖t to countries standard formats for radio spots.
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Three people are talking in a restaurant. They increasingly get louder and louder and 鍖nally 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 de鍖nitely 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 modi鍖ed food. Man 3: (screams) Genetically modi鍖ed 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 dont 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 Of鍖ces I Berlin I Online
23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 Of鍖ces 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 Of鍖ces I Berlin I
23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 -
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Outdoor Installations
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Installations will involve people and create strong media pictures. The installations will be placed in cities with EP information of鍖ces 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 Of鍖ces I Berlin I
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I These four motives will be realised as installations.
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I The Choice Box
23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 of鍖ces 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 Of鍖ces 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 of鍖ces. A best of is shown in the EP. -
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Unusual Polling Stations
23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 Of鍖ces 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 P旦ttering 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) -
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Countdown
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I
23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 pro鍖le pan-European and national media coverage. The target group of this campaign are mainstream media outlets with a strong visual content. -
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Eurovision Song Contest
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I European Elections - 12 Points: Correspondents of the Eurovision Song Contest call for citizens to vote. In the 鍖nale of the Eurovision Song Contest on 16 May 2009 in Russia, we will show elements of the campaign. For example, national correspondents of the 鍖nal vote counting will be wearing a button with the logo. Participants will wear the buttons at press conferences, events and interviews. -
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Individual assistance for countries
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I For individual requirements the member states may get customized assistance. The EP and its information of鍖ces 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 of鍖ces in all 27 member states will provide assistance when needed. Selected information of鍖ces will ask for country speci鍖c measures. -
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Summary & Timing
23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 Launch Press Conference Countdown TV-spot
23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Thank you.
EU Election Campaign Summary

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EU Election Campaign Summary

  • 2. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I European Parliament Election 2009 Campaign Summary
  • 3. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I 375 Million Votes for Europe. A communication concept by Scholz & Friends for the European Parliament elections in 2009. Brussels, September 2008
  • 4. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Europeans choose their Parliament in the worlds largest transnational election. 27 member states 23 of鍖cial languages 491 million inhabitants 375 million eligible voters appr. 36 million 鍖rst-time voters 751 or 736 mandates
  • 5. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 educational and professional groups. ... can be found equally among men and women. female male Workers Professionals EU total-25 18-24 25-39 40-54 55+
  • 6. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 quali鍖cations.
  • 7. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Within these groups we have to target the main reasons for abstaining. Source: Standard Eurobarometer 69, 2008 Casting my vote wont change anything (68%). I dont understand enough about the role of the EP (60%). Im not interested in the European elections (59%). The EP doesnt pay enough attention to issues that concern me (57%). I dont feel represented well enough by the members of the EP (53%). Im not well informed enough to vote (58%).
  • 8. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Problem 1: Campaigns so far concentrated on civic duty not quite a strong argument.
  • 9. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I In order to reach voters the campaign has to address highly relevant topics. Daily life concerns Relevance Clear Options
  • 10. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Problem 2: Advertising alone is not enough to stimulate high turnout. Voter turnout Advertising costs per vote cast high 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
  • 11. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 re鍖ection Competing interests high low high low
  • 12. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Problem 3: In each country the Parliament was represented differently.
  • 13. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 Language Humour Tradition Religion Mentality Colours Political System Electoral systems Election dates Media structure Party landscape Notion of democracy Legal constraints Relevance to Europe Interest Level of knowledge Understanding Experience Expectations Needs Identity CommunicationStrategy Design
  • 14. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I The campaign has to focus on three groups: likely voters, most accessible nonvoters, 鍖rst-time voters. Most Accessible Nonvoters Likely Voters First-time Voters
  • 15. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I The campaign has to focus on the individual relevance of political issues, not on an abstract idea. 1999 2004 2009
  • 16. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 in鍖uence peoples 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
  • 17. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Energy Security/Terrorism Regions/Development Environment/Climate change Consumer protection Research Competition Health/Social security Budget Traf鍖c Antidiscrimination Migration Education 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.
  • 18. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I The topics have to be adapted to each countrys 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
  • 19. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I On these issues we highlight their impact on people卒s everyday life and that alternatives exist. Core message for the electoral campaign: The European Parliaments decisions impact on your life your vote determines Europes direction!
  • 20. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I The Claim
  • 21. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I A successful claim has to ful鍖l 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 for participation. 3. It has to be catchy. 4. It has to be adaptable for 27 countries.
  • 22. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I The Logo
  • 23. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I The logo funtions as a powerful label next to the EP logo. 1. It needs to 鍖t 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.
  • 24. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I
  • 25. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I
  • 26. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Outdoor
  • 27. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I
  • 28. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I neu
  • 29. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I
  • 30. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I neu
  • 31. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I neu
  • 32. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I neu
  • 33. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I neu
  • 34. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I neu
  • 35. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I neu
  • 36. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I l旦we
  • 37. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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
  • 38. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I TV-Spot
  • 39. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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. -
  • 40. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I - The 鍖exible set-up will make it possible to notch-up the spot so its 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.
  • 41. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Version no. 1: One for all, ready to broadcast. Two statements will be cut in each respective language. A master 鍖lm is then shot for every country: The 鍖rst and the last vignette each consist of a native news presenter and frame three to 鍖ve statements from representative nations (e.g., East, West, North, South). Subtitles in all necessary languages will be added. In these three to 鍖ve countries, the native presenter is exchanged with a news presenter from another country. Native presenters statement with neutral background. Two local and up to three statements from representative nations. Native presenters statement with neutral background.
  • 42. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Version no. 2: Notch it up a little with your news programmes studio and logo. Two local and up to three statements from representative nations. Native presenters statement with broadcasters studio & logo. Native presenters statement with broadcasters studio & logo. Each broadcaster can insert its respective news programmes studio and logo into the 鍖rst and last vignette. That makes the 鍖lm more appealing to the broadcasting station. The viewer has the intensi鍖ed impression of following the real news. The implementation lies with the respective S&F of鍖ces and IOs, in collaboration with the broadcasting stations.
  • 43. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 鍖lm being screened and additionally motivates the viewer to cast a vote. The implementation lies with the respective S&F of鍖ces and IOs, in collaboration with the broadcasting stations. Native presenters statement with broadcasters studio & logo.
  • 44. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Radio-Spot
  • 45. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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.
  • 46. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Relevant topics will be selected in each member state according to country speci鍖cities. There will be two versions per spot one with female voices and one with male voices based on one creative idea. Length will be 鍖t to countries standard formats for radio spots.
  • 47. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Three people are talking in a restaurant. They increasingly get louder and louder and 鍖nally 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 de鍖nitely 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 modi鍖ed food. Man 3: (screams) Genetically modi鍖ed 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 dont you just go and vote. Vote in the European Parliament Election on June 4th 2009. Use your vote! draft example
  • 48. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Online
  • 49. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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
  • 50. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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
  • 51. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I
  • 52. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 -
  • 53. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Outdoor Installations
  • 54. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Installations will involve people and create strong media pictures. The installations will be placed in cities with EP information of鍖ces 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
  • 55. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I
  • 56. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I These four motives will be realised as installations.
  • 57. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I The Choice Box
  • 58. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 of鍖ces for one month. The box serves as a media snapshot and its participatory mechanism acts as an incentive for news. -
  • 59. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 of鍖ces. A best of is shown in the EP. -
  • 60. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Unusual Polling Stations
  • 61. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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
  • 62. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 P旦ttering 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) -
  • 63. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Countdown
  • 64. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I
  • 65. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 pro鍖le pan-European and national media coverage. The target group of this campaign are mainstream media outlets with a strong visual content. -
  • 66. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Eurovision Song Contest
  • 67. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I European Elections - 12 Points: Correspondents of the Eurovision Song Contest call for citizens to vote. In the 鍖nale of the Eurovision Song Contest on 16 May 2009 in Russia, we will show elements of the campaign. For example, national correspondents of the 鍖nal vote counting will be wearing a button with the logo. Participants will wear the buttons at press conferences, events and interviews. -
  • 68. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Individual assistance for countries
  • 69. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I For individual requirements the member states may get customized assistance. The EP and its information of鍖ces 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 of鍖ces in all 27 member states will provide assistance when needed. Selected information of鍖ces will ask for country speci鍖c measures. -
  • 70. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Summary & Timing
  • 71. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces 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 Launch Press Conference Countdown TV-spot
  • 72. 23.10.2008 I European Parliament Election Campaign I International Of鍖ces I Berlin I Thank you.
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