Ontario Liberal Party
Party Overview: Ontario Liberals have a long tradition of working to improve the lives of all Ontarians, from the party's pre-Confederation roots as a force for equality and democracy, to the McGuinty Liberals of today, fighting on the side of families who want the best public education for their children, publicly-funded health care when and where they need it, and opportunities that allow them to succeed.
Campaign: Ontario Liberal Party
Date: October 2007
Target Audience:
Demo: 18-75 years in age; 50% Male, 50% Female
Psycho: Active or docile, registered voters in Ontario
Objective: To create a high impact, “home stretch” campaign through ADCENTRICITY, reaching identified potential and existing constituents through digital out-of-home advertising:
- Reach voters within Ontario and deliver a high impact and influential campaign message
- Support traditional media campaign messaging
- Enhance voter campaign awareness utilizing existing creative content in a full motion medium
- Influence target audiences by engaging voters in more places and more often
- Advertise the message in an innovative manner with key differentiation from opponents campaign
- Continually drive the campaign message and front-line awareness directly to election day
- Influence voters to choose Liberal on October 10th, 2007
Execution: Utilizing ADCENTRICITY’s platform ADVenue, strategic considerations were made. The platform helped to cross section the voter profile with the venue types, behavioral patterns and venue audience make-ups to meet the programs objectives. With a unique ability to quickly and precisely identify the media opportunities within each postal code, specific ridings were identified as critical for the Liberal Party to activate media campaigns. Over, 400 select convenience store, airport, shopping centre, transit, retail, college/university, restaurant/bar and office building locations were chosen. Additional the specific messaging was assigned for the multiple ridings and / or based on the venue type. Finally throughout the campaign re-active messaging was activated in individual regions focusing a particular demographic segment to address issues raised by the opposition.
Results: The Liberal Party of Ontario won the provincial election in 2007. ADCENTRICITY and its Network Partners over delivered on this campaign more than 150%. Serving 3,385,966 total ad impressions against the initial contract of 1,908,676 ad impressions this campaign was a great success. As a “home stretch tactic” over 800 strategically placed screens ran these ad to the precise minute allowable prior to an Election Day.
