President Macky Sall Election Campaign
Category: Channel | Integrated Campaigns Award Level: SHORTLIST Brand: President Macky Sall | Entrant Company: StateCraft Inc., Lagos, Nigeria Background
An incumbent President in francophone Africa seeking a second term in office at a time when many citizens, like their counterparts, in other parts of Africa had begun to demand progressively better standards of governance and politics, as well as the dividends of democracy, which impact they can actually feel in their day - to - day lives.
StateCraft Inc. was tasked to create and communicate a globally resonant messaging that addressed the client's immediate challenges and delivered a winning campaign. Creative Idea
He was still the right man for the job....But his people didn't fully know, or trust him.
We resolved to tell the story through the audience without them realising they were even doing it -by adopting a single message that represented an internalisation of the socio-cultural milieu -Un Sénégal pour tous (A Senegal for All). Strategy
Using traditional advertising,digital media (including film), product branding and experiential events, we targeted the largest voting bloc of 18-40 year olds who were disconnected from the governance structure.
We set out tackle this project using a four-pronged approach that all centred around the campaign slogan we created to deal with the lack of coherent messaging:
1. A rallying call
2. A clearly defined goal
3. An ideal vision for an already fast-developing nation
4. A slogan that translated perfectly for colloquial use. Execution
The campaign spanned an intensive year-long period within which we implemented initiatives along three major pillars:
We took the campaign directly to the target audience by inserting the message into trends that were driving pop culture at that time, including the 2018 World Cup and augmented reality filters which were ruling social media at the time.
We were intentional about creating opportunities to see and hear a different side of the president. Using photo/video content and copy, we softened his appearance. Also, a younger audience was engaged in forums to afford him closer contact.
We ran a parallel 'Get out the Vote' campaign. Various channels were used to build the excitement for the Senegalese electorate, such as printed 'Macky Encore' (Macky Again) apparel, personal letters from the candidate unconventional forums involving the Senegalese diaspora. Results
President Macky Sall won the election outright in the first round of voting with 58.27% of the votes.
We created a message which resonated with various sections of Senegalese society, garnering 1.5 million views across social platforms.
As a result of our comprehensive PR campaign, the administration enjoyed positive exposure for its completed and ongoing projects, such as PUMA, DER & PRODAC.
AFRICAN SUCCESS STORY
Due to local and international media engagement brokered by StateCrfat Inc., Macky Sall is now regarded as one of the most celebrated leaders in Africa.