The brand was simply “change” and given the disarray the country is in on assorted fronts, most significantly its economic free fall, people were clamoring to buy into the brand, their purchase consummated on Nov. 4 with the election of Sen Barack Obama (D-IL) to President of the United States.
Indeed President-Elect Obama was not only the top marketer of 2008 but an historic one at that. Becoming the first African-American to rise to Commander and Chief of the U.S., he did so by staying on message, fundraising at unprecedented levels via the Internet and by going more after small individual contributions rather than big-ticket donors.
He put a grass-roots organization in place that campaigned in neighborhoods throughout the nation and that helped to drum up the vote, getting the young adult demographic and those who previously felt disenfranchised to turn out to the polls on his behalf, and assembling an email/web social community of supporters that made them feel even more a part of the political process. This forward-thinking inclusion proved pivotal in his successful push for the White House.
Arguably a greater upset than winning the election over Sen. John McCain (R-AZ) was Obama gaining the Democratic Party’s nomination over Sen. Hillary Clinton (D-N.Y.) who appeared too formidable, if not unbeatable when the drive for the White House got underway some two-plus years ago..
Yet ultimately more people felt Obama was the real agent for much needed change as compared to Sen. Clinton who had the baggage of being part of the political establishment. (However that establishment experience has its virtues. At press time, Sen. Clinton was chosen by Obama to be Secretary of State in his administration. She’s expected to receive confirmation from Congress for that high-profile cabinet post.)
Database Now that Obama takes on the daunting task of righting a country facing economic and environmental crises and engaged in two wars overseas, he at least has a direct marketing dream dynamic on his side–a database of some 3 million people whom he kept apprised during the election via emails and/or text messages.
And he figures to continue to be in touch with that database for further support whether it’s to promote Democratic Party candidates for office or outreach efforts to get citizens to lobby their local elected officials, urging them to muster support for a critical piece of legislation.
Plus the beauty of the social network is that it’s a two-way street as President Obama can get a read on the issues that are of most concern to his constituency, sparking an electronic dialogue of sorts to keep his finger on the pulse of the country.
Indeed welcome to 21st century politics, campaigning and civics.
Linkage There’s also a link between our Creative Marketer of the Year and our Advertising Agency of the Year in that the latter, Goodby, Silverstein & Partners (GSP), San Francisco, turned out spots for the Democratic National Committee (DNC) as well as more informally, staffer-created online commercials in support of Obama.
The DNC fare included the spots “Better Off” and “Maverick.” The former evoked and featured Ronald Reagan delivering his famous speech asking Americans if they were indeed better off than they were four years ago. Is America more respected in the world? Is it easier for you to go out and buy things?
Images of a tanking economy, gas pumps with soaring prices making it a hardship to fill up our tanks, and the visages of Bin Ladin, President Bush and Vice President Cheney lead to the conclusion that, as introduced by Reagan, we need a new alternative to affect change: Obama.
Meanwhile “Maverick” takes us into a political strategy room deep inside McCain/Palin headquarters where a slick consultant keeps repeating the word “maverick” to his colleagues, one of whom retorts with such refuting facts as McCain’s voting record in the Senate being on board with the Bush administration 90 percent of the time, McCain’s support for further tax relief for millionaires, and his role years ago in the massive savings-and-loan deregulation debacle.
“Maverick, maverick, maverick,” repeats the lead strategist, advising his team to keep hammering that word home until that’s all that anyone can remember or believe.
GSP’s output for the Democrats also spanned print fare and the alluded to online spots–about 20 or so–conceived and created by agency artisans who posted them on YouTube, making a viral splash for Obama.
