What Zurich needs by Walker Zurich for Social Democratic Party

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What Zurich needs

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Industry Public awareness
Media Film, Digital, Interactive & Mobile
Market Switzerland
Agency Walker Zurich
Creative Director Pius Walker
Art Director Nikolaus Ronacher
Copywriter Heinz Helle
Designer Andrea Bissig, Signe Fleischmann
Released May 2010


Clio Awards 2011
Facebook Integrated Media Facebook Integrated Media CLIO Special Award

Credits & Description

Media: Online, OOH
Agency: Walker
Client: Social Democratic Party of Switzerland
Brand: Social Democratic Party of Switzerland
Company: Walker Werbeagentur, Zurich
Target: Switzerland · Europe, Middle East & Africa
Art Director: Nikolaus Ronacher, Walker
Designer: Andrea Bissig, Walker
Designer: Signe Fleischmann, Walker
Copywriter: Heinz Helle , Walker
Creative Director: Pius Walker, Walker
Features: Pages, Facebook Platform
Language: German
Objectives: Awareness, Intent, Direct Response, Other, 1
Tags: Facebook Platform, Facebook Pages, Awareness, Direct Response, Online, OOH, Europe, Middle East & Africa, Switzerland, Other, Intent, German, Pages  
The objective of this campaign was to get the young people of Zurich to do something they don’t like doing: vote (ideally, for our four Social Democratic Party of Switzerland candidates). But people have become indifferent and detached because of their frustration with politics. Their common excuse: “Even if I did vote, it wouldn’t change a thing.”
To make the situation worse, with elections just around the corner, the streets of Zurich were plastered with the portraits of thousands of candidates. They often smile; they often deliver party propaganda. But most disturbingly, they all talk a lot. We proposed a different strategy for our four candidates: be quiet, listen to the people, and produce results!
We then created the heart of our campaign: a Facebook Page where Zurich’s people could post their ideas about what they thought Zurich needed most. Hundreds of ideas were posted, discussed, and voted for by using the Like button. The four ideas with the greatest number of votes were then literally put into practice by our four candidates, who took charge of the initiatives and pushed them through parliament.
Campaign Performance
Thanks to great ideas from the public and our four dedicated candidates, Zurich will now get a free citywide WiFi network, cheaper public transportation, and a FreeBayDay.
Calling it “The World’s Most Direct Democracy”, the press took part in helping the campaign idea to come alive. The Social Democratic Party of Switzerland received an unexpected 30% of votes in the election, making it the most successful party. And on top of that, all four of our candidates were elected.