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The 2009 European Election Campaign

Task

In 2009, for the first time ever, a central voter mobilisation campaign was to be devised for 27 member states of the EU. The aim was to draw the attention of 375 million EU citizens to the Elections and to call on them to cast their vote.

For the Euopean Parliament Scholz & Friends designed an orchestrated campaign with a large number of advertising and PR measures. The agency is implementing the campaign in all the EU’s 27 countries.

The campaign shows: in the European Parliament important decisions are made that influence the lives of all EU citizens daily. All the campaign’s individual measures underline this great importance and thereby emphasise the relevance of the upcoming election.

Conducting idea

Results

For the European Parliament Scholz & Friends designed a central, orchestrated camapaign which is implemented in 27 countries in the 23 official languages of the EU as well as additional regional languages. The campaign underlines the election’s importance with posters, interactive video boxes, 3D installations, online videos as well as TV and radio spots.

Even before the European Elections the campaign is celebrating its first successes: The TV clips are aired for free by 114 broadcasting companies. In addition the campaign is generating extensive media coverage on the EU’s member states.

The viral spots to motivate voters – especially the younger ones – are on the pages of the European Parliament and the web communities Facebook, MySpace und YouTube, where they are clicked on up to 220.000 times in the first three weeks alone. The virals’ making-of on YouTube as well the campaign’s photos on Flickr also generate much interest.

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