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Highlighting NAF’s Political Influence

Overview

NAF is the largest automobile club in the Nordics. However, most members solely use the organisation for roadside assistance or for member discounts. Our campaign highlighted NAF’s political influence.

Region EMEA
Practices Public Affairs

The Challenge

NAF has a strong voice in the mobility debate as the largest automobile club in the Nordics with over 500 000 members. However, many of NAF’s members are unaware of NAF’s political standing. Most join NAF out of a need for roadside assistance or because of our members’ discount program. By increasing awareness of our role as a political stakeholder, could we recruit members? How could we demonstrate that NAF works every day to influence politicians to make transportation policy decisions that benefit our members?

The objectives of the campaign:

  • To show that politicians are listening to our members and that NAF is their voice in the mobility debate and between general elections.
  • To increase awareness of NAF as an important political actor
  • Recruit new members by using the political influence as a sales argument.

The Solution

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.

The Results

In total, we had more than 37 000 visitors to the campaign site. Total reach for the campaign posts on Facebook was 399 000, with more ten 20,000 likes and comments. A high engagement level stood at, 5.6 %. Our benchmarking survey monitored how people’s opinions of NAF changed after visiting the campaign site: before the campaign 26 percent thought of NAF as a stakeholder in the transportation debate. After the campaign, this increased to 50 percent among those who had visited the site and 30 percent among the general public.

Total media spend amounted to 10,600 EUR.

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