We are now getting used to Obama as President of USA so it’s hard to believe that when he announced he was running for President, Obama was a little known African-American Senator with only two years experience of the Washington political system.
Before winning the right to stand against the Republican candidate John McCain, Obama and his team had to take on the might of the Clinton political machine.
To win the nomination, they set out to rally the population by creating a movement for ‘change’ from the ground up.
They achieved this with the help of an integrated campaign that consisted of a my.BarackObama.com website, web ads and social networking tools such as Facebook, MySpace and Twitter, capitalising on and growing Obama’s appeal to young voters.
They also placed the first political ads ever on a video game while more traditional media such as radio, television and print advertising augmented the rallies and live events.
The strategy brought 13 million people to the campaign and connected them to each other, creating an army of volunteers, fundraisers and believers in a ‘change’ for America.
Having won the Democratic nomination, the ‘Obama for America’ campaign rolled out the same strategy into states that had consistently voted republican, again motivating and connecting people to each other and the Obama/Biden campaign.
President Obama won the General Election by the biggest margin of any Democrat in 60 years apart from Lyndon Johnson.
The people at ‘Obama for America’ don’t take all the credit for getting Obama elected. They know that great advertising can hasten the death of a bad product.
So if you have a great product or are tackling a social issue, a targeted integrated campaign with a strong strategy and a great idea could certainly change your world.
To get the full story and view other winners go to
http://work.canneslions.com/titanium/
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