FREEDOM by Artcore for Tegemstemwijzer

FREEDOM

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Industry Public awareness
Media Promo & PR, Case study
Market Netherlands
Agency Artcore
Director Pieter Kuijpers, Dana Nechustan
Creative Director Joeri Jansen
Producer Ivo Noorlander
Released September 2012

Credits & Description

Category: Public Affairs
Advertiser: TEGENSTEMWIJZER
Product/Service: VOTING ADVICE WEBSITE
Founder Tegenstemwijzer: Jaap van Eyck (Jaap van Eyck)
Creative Director: Joeri Jansen (Joeri Jansen)
Director: Dana Nechustan (Artcore)
Producer: Ivo Noorlander (Volt Films)
Director: Pieter Kuijpers (Pupkin)
PR consultant: Noortje van de Sande (Herrie)
PR consultant: Mirjam Wiekenkamp (Herrie)
Online Planner: Martijn Langendonk (Fuelhead)
Media placement: Press Release 1. - EenVandaag (1 Million Views), Uitgesproken WNL (600.000 Views) - 16-02-2011
Media placement: Film Posted On YouTube - 150.000 Views - 16-02-2011
Media placement: Press Release 2. - De Telegraaf, De Volkskrant, Metro, Spits, NRC Handelsblad, NRC Next, HPdeTIjd, - 17-02-2011
Media placement: Press Release 3. - Radio1, Radio2, At5, MaDiWoDoVrijdagshow, PowNews - 18-02-2011
Media placement: Press Release 4. - De Telegraaf, Parool, Elsevier, DePers, GeenStijl, Rtl - 21-02-2011
Media placement: Press Release 5. - AD, NRC, DePers, GeenStijl, Nu.nl - 22-02-2011

Summary of the Campaign
After the Dutch general elections in 2010 a government formed in which the Christian and the Liberal Democrats are working together with the PVV, the Anti-Islam party of Geert Wilders.
It seems that under Mr.Wilders influence Dutch tolerant society continues to erode.

CHALLENGE:
A group of young film makers is concerned about these developments and wants to prevent these parties from also gaining a majority during the 2011 senate elections. The only way to prevent Geert Wilders’ radical plans from becoming reality, is to stop the coalition partners from achieving this majority.

SOLUTION:
Make an appeal to CDA and VVD voters to cast their vote, for once, on a different party. To achieve this we kicked ofF our campaign, a week before the elections, by posting a film on YouTube. In the film you can hear children as they recite actual radical quotes from Geert Wilders himself. At our website CounterVoteGuide.nl voters could find alternative political parties which resembled the CDA and VVD platforms.

RESULTS:
Publicity value: 1 million euros.
150.000 visitors and 50.000 completed the guide.
CDA lost 6,8% votes and VVD lost 11,4%.
The coalition partners missed out on a majority by a single seat.

The Situation
After the Dutch general elections in 2010 a government formed in which the christian and the liberal democrats are working together with the PVV, the anti-islam party of Geert Wilders. It seems that under Mr.Wilders influence Dutch tolerant society continues to erode.
A group of young film makers is concerned about these developments and wants to prevent these parties from also gaining a majority during the 2011 senate elections.

The only way to prevent Geert Wilders’ radical plans - for example the ban on headscarves - from becoming reality, is to stop the coalition partners from achieving this majority.

The Goal
Prevent the coalition partners PVV, CDA and VVD from also gaining a majority during the 2011 senate elections. Appeal to CDA and VVD voters to cast their vote, if only for once, on a different party.

Research:
From several sources (news, blogs and insiders of CDA and VVD) we've learned that a growing group of CDA and VVD voters don't feel comfortable with Geert Wilders’ radical anti islam retorics. We've visited political meetings organized by CDA and VVD members. We've also interviewed several prominent CDA and VVD members to learn more about the dynamics inside the party.

The Strategy
The only way to prevent Geert Wilders’ radical plans from becoming reality, is to stop the coalition partners from achieving a majority. From poles and research we've learned that the PVV would grow enormous. It would be impossible to convince these protest voters to vote different. We focused on PVV's coalition partners: CDA and VVD.

CDA is a christian liberal party that's known for their religious tolerance. The VVD is known for their liberal thinking. A lot of Geert Wilders retorics go against these basic principles. With our campaign we confronted CDA and VVD voters with the future that Geert Wilders has in mind by confronting them with children reciting actual radical quotes fromGeert Wilders himself.

Stirring up the debate is not enough. We also wanted to profide a solution. At our website CounterVoteGuide.nl voters could find alternative political parties which resembled the CDA and VVD platforms.

Execution
This campaign had NO budget. We were relying on ONLY free publicity and the online/social buzz.

A week before elections we've premiered the film on the 6 o'clock evening news. It was the opening of the news. During the item the film was shown repeatedly with comments from prominent CDA and VVD politicians. Also the film makers were interviewed. Simultaneous to the TV premiere we posted the film on YouTube and we launched our press release. Later that same night Geert Wilders appeared on national tv and he too was not amused.

All morning papers opened with Geert Wilders reaction. Every person involved in the making of the film was interviewed by a different (radio, TV, online and newspapers) media.

Everyday until the election day we launched a new press release with our statements and the latest figures (visitors and the polls of alternative platforms) of our website.

Documented Results
- Publicity value: >1 million euros (in one week)
- Website visitors: 150,000
- Completed CounterVoteGuides: 50,000
- Comparred to the general elections in 2010 CDA lost 6,8% votes and VVD lost 11,4%.
- Compared to the senate elections in 2007 CDA lost 10,8% votes and VVD won only 1,5%.

And although the PVV grew, the coalition partners missed out on a senate majority by just 1 seat.

Only 500 votes made the final difference. If only 1% of the people who have completed the CounterVoteGuide has followed our advice it would have been enough to make this difference.

The Twitter results told us we made a much bigger impact than that. 31% of all dutch Twitter users have seen the campaign 2 days after the launch. From launch to elections every 10 minutes a new tweet was posted. 7 out of 1 tweet was positive on our campaign.