The Missing Millions - giving expats their voice

IPA Effectiveness Awards Case Study 2016


Before the 2015 General Election, the UK Government set an ambitious target of increasing the number of British ex-patriates on the electoral register from about 23,000 to more than 100,000. The target group was among the most diverse and geographically dispersed imaginable, the media budget was a modest £330,000, and the timescale was exceptionally tight. The resulting campaign emphasized that ex-pats had a personal stake in the election result because they had UK-based relatives or were themselves planning to return to the UK, and used messaging across digital, print and radio in key overseas markets. It proved more effective than communications simultaneously issued by the Electoral Commission. The voter registration target was exceeded at a lower cost per registration than in the previous election, with the campaign directly responsible for an estimated 21,151 registrations. Without the campaign, the Goverment would have missed its target.

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“The key lessons from this campaign have shaped the UK Government’s engagement and legislation for overseas voters.”

Tricia Quiller-Croasdell, Head of Campaigns
Cabinet Office

Winners 2016

Bronze Winner

Title

The Missing Millions - giving expats their voice

Brand

UK Government

Client

Cabinet Office

Agency

Ogilvy

Principal Authors

  • Nicola Strange - Ogilvy & Mather London

Contributing Authors

  • Tricia Quiller-Croasdell - The Prime Minister's Office

Credited Companies

  • Ogilvy - Creative Agency
  • Data2Decisions - Other|Analytics Partner

The scale of the task at hand was huge, needing to provide over 2x the highest ever expat registration at breakneck speed. It cleverly targeted audiences through Skype and English papers abroad with a very modest budget. Alexandra Dimiziani, AirBnB

Shortlist 2018

Bronze Winner

Title

The Missing Millions - giving expats their voice

Brand

UK Government

Client

Cabinet Office

Agency

Ogilvy

Principal Authors

  • Nicola Strange - Ogilvy & Mather London

Contributing Authors

  • Tricia Quiller-Croasdell - The Prime Minister's Office

Credited Companies

  • Ogilvy - Creative Agency
  • Data2Decisions - Other|Analytics Partner

The scale of the task at hand was huge, needing to provide over 2x the highest ever expat registration at breakneck speed. It cleverly targeted audiences through Skype and English papers abroad with a very modest budget. Alexandra Dimiziani, AirBnB

The Missing Millions - giving expats their voice

IPA Effectiveness Awards Case Study 2016


Before the 2015 General Election, the UK Government set an ambitious target of increasing the number of British ex-patriates on the electoral register from about 23,000 to more than 100,000. The target group was among the most diverse and geographically dispersed imaginable, the media budget was a modest £330,000, and the timescale was exceptionally tight. The resulting campaign emphasized that ex-pats had a personal stake in the election result because they had UK-based relatives or were themselves planning to return to the UK, and used messaging across digital, print and radio in key overseas markets. It proved more effective than communications simultaneously issued by the Electoral Commission. The voter registration target was exceeded at a lower cost per registration than in the previous election, with the campaign directly responsible for an estimated 21,151 registrations. Without the campaign, the Goverment would have missed its target.

Click to purchase this case study >