Get Vote Fit #BEVOTEREADY

NSW Electoral Commission

CHALLENGE

Having the opportunity to vote is the foundation of a modern democracy. So when the New South Wales Electoral Commission (EC) appointed AFFINITY to handle the strategic, data and creative services to communicate the forthcoming State Government Election, we took our responsibility seriously. 

Our task was to ensure all NSW voters were aware of the forthcoming election and how to vote given their individual circumstances. Our target was an incredibly diverse group comprising around 5 million NSW enrolled voters spanning different languages, backgrounds, their ability to attend and diverse geographies. Our work needed to connect universally yet cut through in a category which is far from top of mind for most people. All this was against a backdrop of unprecedented political turmoil, disenchantment with our politicians (yet another sitting Prime Minister rolled by their own party) and decreasing voter turnout worldwide.

SOLUTION/ APPROACH

On looking at the numbers, we were struck by the fact NSW voters already have one of the highest voting turnouts not only in Australia but in the world. Much of this behaviour is largely attributed to a fine for not turning out.

However, research informed us that most eligible voters intended to vote, it’s just they weren’t always prepared. Not being the most exciting event in their lives, the election simply isn’t on some people’s radars. They forget. And when they remember, they’re not always quite sure what to do, where to go, when voting centres close, what to do if they can’t get there and so on. So we realised it was about enabling voters with the details in a compelling and memorable way. More than that, we found a way to practically support them: we dusted off the Electoral Reminder Service (ERS) a push-notification service to get you to the right place at the right time to exercise your democratic right.

Knowing our role was not to convince people about democracy, but rather to help them get to the end goal of casting their vote with minimum fuss and maximum information, we leveraged the paradigm of fitness. We created a ‘training program’ designed to get people geared up, prepared and ready to vote on election day. To get vote fit. Be vote ready.

With the election happening on 23 March, eligible voters were introduced to Eddy our hero Vote Fit trainer in February. His role was to lead voters and a swag of trainee characters through a series of informative and charming “voting fitness” tips and tools. Each piece armed voters with helpful techniques to enable them vote well on the day. From the more involved matters of how to vote early when travelling & opting in for the ERS, to simple reminders of election day: we used light-hearted associations from the Aussie election day such as the Democracy Sausage and Lamington drives at the ubiquitous school cake stall. 

Spanning TV, social, radio, digital, press, outdoor and activation our fun and engaging creative approach, avoids being preachy and instead should be liked and even appreciated. By building a positive association with the EC and the information provided, we believe we’ll be directly boosting the likelihood of NSW voters having a hassle free voting experience.

RESULTS

Not withstanding the challenges the campaign effectively drove voting behaviour.

ERS sign ups increased by 43%
An extra 230,000 people enrolled
An extra 192,000 voted
Early voting in all forms increased by 18%

 

Recent Work

Recent Awards

  • WARC 100 2019

    • #1 Digital / Specialist Agency
    • Third Year Running
    • Australia
    • The WARC 100 is a benchmark for commercial creativity. Proving rankings of the year's best campaigns, agencies and brands.
  • Tangram Awards 2019

    • Data Storytelling
    • Silver
    • The Tangrams (formerly Asian Marketing Effectiveness and Strategy Awards) are Asia Pacific’s foremost awards honouring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.
  • Tangram Awards 2019

    • Audience Segmentation
    • Silver
    • The Tangrams (formerly Asian Marketing Effectiveness and Strategy Awards) are Asia Pacific’s foremost awards honouring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.
  • Tangram Awards 2019

    • Data Mining
    • Bronze
    • Asia Pacific’s foremost awards honouring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.
  • Tangram Awards 2019

    • Customer Intelligence
    • Bronze
    • Asia Pacific’s foremost awards honouring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.
  • Tangram Awards 2019

    • Entertainment, Lifestyle & Recreation
    • Bronze
    • Asia Pacific’s foremost awards honouring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.
  • W3 Awards 2019

    • General Website - Government
    • Silver
    • Honouring creative excellence on the web and recognising the creative and marketing professionals behind award winning sites, videos and marketing programs.
  • W3 Awards 2019

    • General Website - Marketing
    • Silver
    • Honouring creative excellence on the web and recognising the creative and marketing professionals behind award winning sites, videos and marketing programs.
  • W3 Awards 2019

    • Online Video - Travel
    • Silver
    • Honouring creative excellence on the web and recognising the creative and marketing professionals behind award winning sites, videos and marketing programs.
  • W3 Awards 2019

    • Branded Entertainment - Video
    • Silver
    • Honouring creative excellence on the web and recognising the creative and marketing professionals behind award winning sites, videos and marketing programs.
  • Australian Effie Awards 2019

    • Travel, Leisure and Media
    • Bronze
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2019

    • Return on Investment
    • Finalist
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2019

    • Use of Data
    • Finalist
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2019

    • Insight and Strategic Thinking
    • Finalist
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2019

    • Most Original Thinking
    • Finalist
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • MFA Awards 2019

    • Brand Impact
    • Finalist (announced 17.10.19)
    • The most prestigious awards in the Australian media advertising industry
  • MFA Awards 2019

    • Data & Analytics
    • Finalist (announced 17.10.19)
    • The most prestigious awards in the Australian media advertising industry
  • B&T Awards 2019

    • Finalist (winners announced 22 Nov)
    • Independent Agency of the Year
    • These annual awards are designed to recognise Australia's biggest and brightest advertising stars
  • B&T Awards 2019

    • Finalist (winners announced 22 Nov)
    • Direct Response & Performance Agency of the Year
    • These annual awards are designed to recognise Australia's biggest and brightest advertising stars
  • B&T Awards 2019

    • Finalist (winners announced 22 Nov)
    • Data-Driven Marketing
    • These annual awards are designed to recognise Australia's biggest and brightest advertising stars
  • Mumbrella Awards 2019

    • Specialist Agency of the Year
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • WARC 100 2018

    • #1 Digital / Specialist Agency Second Year Running
    • Australia & Asia Pacific
    • The WARC 100 is a benchmark for commercial creativity. Proving rankings of the year's best campaigns, agencies and brands.
  • GLOBAL EFFIE INDEX 2018

    • AUSTRALIA'S MOST EFFECTIVE
    • Independent Agency
    • The Effie Index identifies and ranks the most effective agencies, marketers and brands. It is the most comprehensive global ranking of marketing effectiveness.
  • IPA Effectiveness Awards 2018

    • Presidents Prize
    • Most effective use of tech & data
    • The UK-based IPA is widely recognised as the most rigorous effectiveness awards in the world
  • IPA Effectiveness Awards 2018

    • Silver
    • The UK-based IPA is widely recognised as the most rigorous effectiveness awards in the world

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+61 2 8354 4400

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