Enabling the APC
We were presented with the opportunity to help on the 2011 APC presidential campaign however, mud-slinging really isn’t our thing as an organisation, so we decided to take a different approach…
The Back Story
Our immediate challenge was that so many companies were trying to present their work, so when we didn’t hear back from the presidential campaign committee regarding our initial brief, we thought our work wasn’t going to be rolled out.
But as fate would have it, the delay worked in our favour – our work was eventually used towards the end of the APC campaign, when public voting was 2 weeks away from closing. The timing was perfect aligned with our initial strategy, which was to push out the campaign at the eleventh hour, in order to target and secure the final set of emotional voters.
We weren’t going to take a blow at the opposition, but we’re were not ones to sit on the fence, thus! We choose the high road (as it were) and decided to target the brand, as opposed to the person behind it.
We helped the APC highlight to the voting public, the total misalignment in the oppositions brand values.
We did this by breaking down what the PDP brand meant in terms of its values – both visually and otherwise, and we hit those points by showing the gaping holes in these values. The PDP Umbrella (which denotes security and guarded protection) had fundamentally broken.
We were told the campaign was executed exceedingly well and added a significant difference, the supporting representative even invited us to his house for a thank you dinner!