THE CANDIDATE WHO DEFIED ALL ODDS
Brand | ABDULWAHAB AL BABTAIN CAMPAIGN TEAM |
Product/Service | ABDULWAHAB AL BABTAIN |
Entrant | BEATTIE + DANE Kuwait, KUWAIT |
Category | Brand Voice & Strategic Storytelling |
Idea Creation
|
BEATTIE + DANE Kuwait, KUWAIT
|
Production
|
CINEMAGIC Salmiya, KUWAIT
|
The Campaign
We knew that it wasn’t his message that needed to change, but how he said it.
The idea was to develop a film that addressed key issues that were priorities to Kuwaiti women, in a way that presented the facts in Abdulwahab-like fashion, using his candor building on the anger that was prevalent in the community. However, the message would not end with anger, it would aim to remind viewers of their role and the power they have to inflict change in Kuwait.
Execution
The film was released on November 23rd, 2016 via social media platforms three days before the election day of November 26th, 2016. At this point every other candidate had released their final campaign messages, public announcements and any support campaign.
The channels were primarily twitter, youtube and instagram.
The decision to wait until the end of the campaign to release this was key as it also aided in helping shift any swing votes or undecided voters. It was a turning point in the campaign overall for the candidate.
The film was a huge hit. It not only stood out visually but the narrative was built to empower the people watching vs promote the candidate behind it.
The results spoke for themselves.
Out of the 36 candidates that ran for a seat in the parliament for the 3rd district, Abdulwahab came out as the first elected official on the list with the highest number of votes, 55% of which were from female voters.
Over 160,000 organic video views on youtube and a 97% full video view rate.
Twitter brought in over 761,000 impressions, 90% of which were organic and an engagement rate of 95%.
Abdulwahab was listed as one of the 5 candidates who received the highest number of votes in 8 of the 13 counties within the 3rd district.
Not too bad for a first-time candidate.
The Situation
Abdulwahab stood out as a candidate to watch in the next election. What proved to be his strength in the mind of men, was a weakness in the polls when it came to winning over the hearts of female voters. The film was crafted to address key issues
that were major triggers to women in a way that told a story of change and inspired action in themselves to inflict change. The strategic film release 3 days before election day not only won him the highest number of female votes within his district but also earned him swing votes.
The Strategy
The first step was to understand what were the major concerns with female audiences at the time - education, healthcare, housing and anything that had to do with the safety of their families.
Kuwaiti women were feeling helpless and almost hopeless because of the laundry list of issues that had not been addressed and didn’t feel they had enough of a voice to change it.
The narrative strategy was intense as it combined graphic elements to reinforce key facts and figures, but also featured footage of major events that made headlines in the country that people would recognize.
The tone is forthright but intense with the objective to provoke and inspire and instill a sense of pride.
Credits
Dana Alhanbali |
Beattie + Dane |
Managing Partner |
Anes Al Rayes |
Beattie + Dane |
Executive Creative Director |
Anes Al Rayes |
Beattie + Dane |
Executive Creative Director |
Aziz Aljasmi |
Cinemagic Kuwait Ltd |
General Manager |
Mostafa Faramawy |
Cinemagic Kuwait Ltd |
Executive Producer |
Tareq Ali |
Zanad |
Founder |
Wael Alaa |
Cinemagic Kuwait Ltd |
Composer |
Abdulrazzaq Alsaraie |
Cinemagic Kuwait Ltd |
DOP |
Abdulaziz Alsorayia |
Cinemagic Kuwait Ltd. |
DOP |
Links
Video URL