We decided on a strategy of show, don’t tell. We invited the party leaders of Norway’s eight biggest political parties to participate in our campaign. In the middle of preparing for a general election, all eight, including the sitting prime minister, took the time to film a short sequence to be displayed on our campaign site.
The idea was to get the politicians to ask the questions for once, and for people to have their say. Seeing all party leaders on the campaign site, each inviting answers to their question, kept visitors on the campaign site for an average of more than 7 minutes. The concept also allowed each political party to choose a question important to them, while NAF remained neutral.
With this approach, NAF illustrated how politicians listen to members by giving people a chance to say their opinion to the politicians, instead of the other way around.
The campaign had to demonstrate our role as a political stakeholder all the while being party neutral. Instead of creating the campaign around NAFs political messages, we chose to make our members the experts. Through NAF, they have their say directly to the decision-makers. In addition, the concept had to be appealing to the party leaders in order for them to consider participating. The questions the politicians asked on video were fashioned in close collaboration between their advisors and the campaign teams at NAF and MSL. In addition, we made a strategic decision to use Google Analytics to monitor campaign activities day-to-day, enabling us to tweak the messaging in social media and newsletters to increase activity on the campaign site.
The campaign site consisted of a surprise element: on the first page, you enter your phone-number, then a video is being played where one of the party leaders ask to speak to an expert on transport issues is played. Next, your mobile rings, and the same party leader speaks directly to you. Users are then redirected to the main campaign site where you can see all eight party leaders waiting for you to play their video. Answers are given below each video, and visitors can play all of just a few of them – most played several, spending more than seven minutes on the site. The question topics range from what would make people buy an electric car, to traffic safety or road tax. Visitors were triggered to visit the campaign mainly through Facebook.