Barack Obama 2008
Campaign Name: “Change” Barack Obama, Presidential Election Campaign 2009, Ohio Primary
Client/Advertiser/Brand: Barack Obama
Affiliated Agencies: GMMB (Boston, USA)
Date: August 2008
Target Audience:
Demo: 18-34 years of age; Male 50%, Female 50%
Geo: Cleveland, Akron, Cranton (Ohio)
Objective: To deliver strategic digital out-of-home media plans for the Barack Obama Presidential campaign. In particular, the critical battle ground state of Ohio, which needed special attention to bear positive results for the candidate:
- Increase gross reach and frequency of the relevant Barack Obama messaging
- Utilize digital out-of-home as a competitive differentiator and “home stretch" canvassing vehicle
- Trigger voter action by prompting potential and existing constituents to engage with the messaging through mobile text messaging for immediate and extended campaign dialogue
Execution: Working closely with GMMB, ADCENTRICITY was able to identify the targeted demographic and psychographic audiences within vital geographic areas to develop a strategic plan. 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 program objectives.
The program hyper-targeted highly populated FSA’s of two DMA’s within Ohio and included 729 screens across five major venue categories including: entertainment, gas stations, hospitality, personal care and health care.
Results: The campaign produced a monthly audience impression of 866,189, serving 2,173,457 Barack Obama ad spots featuring an SMS call to action with specific key words in each DMA. Voters who engaged with a text message were sent a Barack Obama bumper sticker and were included in an on-going dialogue with “Barack and Michelle Obama” driven by GMMB. The Obama campaign was a turning point in the dynamics of advertising and media. Jim Margolis, President of GMMB said, “we took a lot of risks along the way.” Those “risks” produced over 3MM mobile sign-ups and 8.5MM visitors per month to the Obama Website and digital OOH was a part of the story. (Mobile results were not been released at the time of submission).
