GA Runoff
Goal
Working with RelationPAC, we saw that direct cash payments were going to be the issue. We decided to get rid of the fluff and play it straight with Georgia’s Voters while turning up the pressure on Mitch McConnell and his Republican Candidates.
Stand Out
With over ½ a Billion (with a “b”) dollars being spent on TV and digital, we looked for a different way to stand out. So we hired 4 mobile LED trucks to travel around select Atlanta neighborhoods with one simple message:
Vote Democrat. Get Cash.
Amplify Your Message
We were able to get some great earned media with our campaign being featured on a CNN piece that aired online and on broadcast.
The Creative
This was the animation that played on our LED Mobile Trucks for 4 days on different trucks around the Atlanta metro area.
The Bottom Line
Standing Out With Right Message
Being on the ground in GA during this runoff it was entirely clear that the market had truly met full saturation. The ads became white noise. Voters and the media were tuning them out. It why we chose to do something different to stand out. To be provocative with a message that truly resonated with GA voters.
Turning Up Pressure With Earned Media
While we knew we couldn’t drive our trucks past every voter in GA, we knew we could get earned media that could then be amplified to a much larger audience. Getting the coverage we got for the money we spent makes this by far the most efficient campaign in GA during the runoff. Just ask Mitch - he clearly was feeling the pressure.
Results
These races were close. About 1% separated each of them. We calculated that had about 80,000 - 120,000 impressions to the people we drove past during our campaign. And the earned media clearly reached one of the most influential people involved in the race — Mitch McConnell.
One thing we didn’t get exactly right was that the checks ended up being $1,400. We’re ok with that.
