Winning the benefit of the doubt

IPA Effectiveness Awards Case Study 2016


In 2015, The Conservatives secured an unexpected election victory. This paper outlines how communications earned the benefit of the doubt to help achieve this. Specifically it demonstrates paid-for advertising's marginal contribution in target seats, over and above the omni-channel onslaught of election campaigns. Rather than ‘swing’ Labour supporters, the strategy ‘swayed’ UKIP, Lib Dem voters and ‘don’t knows’, by evoking the prospect of a minority Labour government ‘in SNP’s pocket’. Seat by seat analysis shows this swayed sufficient target voters to secure the outright Conservative majority, an outcome representing Reasonable Use of Marketing Assets (RUMA).

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“Winning over a new generation of supporters will be key to future elections and I am committed to extending our approach to embrace more of those who didn't vote for us, or didn't vote at all.”

Andrew Feldman, Chairman
The Conservative Party

Winners 2016

Bronze Winner

Title

Winning the benefit of the doubt

Brand

The Conservative Party

Client

The Conservative Party

Agency

M&C Saatchi

Principal Authors

  • Richard Storey - M&C Saatchi

Contributing Authors

  • Steve Parker - M&C Saatchi

Credited Companies

  • M&C Saatchi - Creative Agency
  • Crosby Textor - Other|Research and Strategy
  • The Conservative Party - Brand/Client

This was well written, dealing well with the obvious complexity of the task and using the analysis to ‘sway’ rather than ‘swing’ in this context. Sue Macmillan, Mumsnet

Shortlist 2016

Bronze Winner

Title

Winning the benefit of the doubt

Brand

The Conservative Party

Client

The Conservative Party

Agency

M&C Saatchi

Principal Authors

  • Richard Storey - M&C Saatchi

Contributing Authors

  • Steve Parker - M&C Saatchi

Credited Companies

  • M&C Saatchi - Creative Agency
  • Crosby Textor - Other|Research and Strategy
  • The Conservative Party - Brand/Client

This was well written, dealing well with the obvious complexity of the task and using the analysis to ‘sway’ rather than ‘swing’ in this context. Sue Macmillan, Mumsnet

Winning the benefit of the doubt

IPA Effectiveness Awards Case Study 2016


In 2015, The Conservatives secured an unexpected election victory. This paper outlines how communications earned the benefit of the doubt to help achieve this. Specifically it demonstrates paid-for advertising's marginal contribution in target seats, over and above the omni-channel onslaught of election campaigns. Rather than ‘swing’ Labour supporters, the strategy ‘swayed’ UKIP, Lib Dem voters and ‘don’t knows’, by evoking the prospect of a minority Labour government ‘in SNP’s pocket’. Seat by seat analysis shows this swayed sufficient target voters to secure the outright Conservative majority, an outcome representing Reasonable Use of Marketing Assets (RUMA).

Click to purchase this case study >