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PARTI BLEUE
"Vote for fun." That was the rallying cry and idea behind the most lauded multi-media campaign in Quebec last year. And it put a welcome new spin on the federal election in that province.
It all started when BBDO launched a candidate running for a new political party in Quebec. The candidate was Jonathan Bleue. The party was Parti Bleue. The brand was Labatt Bleue. The campaign combined guerrilla elements and PR events with mass advertising to create an unprecedented groundswell of support for the brand.
True to the brand idea that Bleue creates social movements to help followers experience fun, this campaign overturned the convention that politics in Canada is boring. The political platform: raise the Gross National Fun Index.
How did this candidate fare? Actual newspaper polling had at one point placed Jonathan ahead of all the real party leaders. The initiative garnered $2 million in added value from media partners, and more than 35 million impressions were generated. To boot, ad awareness was up 80%. Just one of the reasons why it won Best of Show at the 2005 Coq D'Or awards and Best of the Best at the 2005 Canadian Marketing Association awards.
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