It’s often really difficult to get people to understand the importance of voting. I think this campaign really hits you hard though, because it actually shows the effects of not making your own decision. This gives people the desire to take control of their lives, and really appreciate the freedom that they have. As we all know, most of us don’t appreciate things until they’ve been taken away from us. So, it’s awesome that this campaign fakes a society without democracy, until the audience is able to appreciate its importance. Once the audience is really able to take in the impact that democracy has on their everyday life, the chances of them voting will most likely be greater.
Youth is usually a big target for voting, since most young people don’t often vote. I love that they hit the target at the movie theatres. It would be cool if they took the campaign even further, by actually showing the effects of not voting for a government- so pretending to raise taxes, etc. Cost is always a good way of getting people’s attention, as we saw from the Ogilvy Drunk Driving Campaign.
Key lesson: Experiential marketing is about making people experience things so they have a better understanding of the benefits that your product offers. Sometimes you want them to experience life with your product, other times it’s more effective to get them to experience life without your product.
(Via: Direct Daily)