There is nothing like a hotly contested federal election to boost ad sales. No matter where we got our information in the past month, from TV to newspaper, digital to radio, we have been slammed by political advertising, content, messages and yes, even video games.
Leading this trend is Clive Palmer’s United Australia Party. At midnight Thursday, Clive is expected to have invested nearly $ 60 million to get his point across and this is only the ATL stage.
Looking at Clive’s communications strategy, it looks like he’s wholeheartedly embraced the philosophy of How Brands Grow, Byron Sharp’s founding book. Sharp’s fundamental tenet is based on the concept of physical and mental availability and the ability of consumers to absorb a brand’s message. It looks like Clive took some notes.
Physically, he is omnipotent. Like a Tesla in Ludicrous mode, it came out of nowhere to blow us away. The United Australia Party is running for 151 seats in the lower house and is running for the Senate in the next election.
Mentally, it’s like the shouting and selling of the âDoors Doors Doorsâ or âRugs Rugs Rugsâ of the early 90s, which makes it impossible to ignore – unlike all the supporters who distribute leaflets and who us. have been harassing at bus stops recently.
But Clive’s approach goes one step further in adhering to the seven principles we’ve learned from Sharp.
1. Continuously reach all buyers in the category
Clive will never be confused with the loud silent type. PSU advertising material is loud and proud and everywhere all the time. If there is a single voter who was not overwhelmed by communications from Clive and Co, please stand up.
And just to make sure he doesn’t miss millennials, Clive even took the upper hand over his political rivals with the launch of the world’s first mobile gaming app. Collect Tim Tams with Clive as he takes on Canberra’s elite in the lightweight, retro arcade game starring Scott Morrison, Bill Shorten, Richard Di Natale and many more.
2. Make buying easier
While all the other parties bombard Australian voters with commercials, they do so without the same ruthless consistency as the UAP. With Clive, there is no gray. It’s all in black and white. Or black and yellow to be more precise. Repeated over and over, he managed to simplify his post so that it was (potentially) easy to buy.
3. Get noticed
Clive’s quick approach hits you like a slap in the face. The communication is bold, short and crisp. There is a liberal (pardon the pun) use of exaggeration and hyperbole to stop us in our tracks.
4. Build memory structures
On this one, Clive took a slightly more unorthodox approach by relying on Trump’s memory structures. The similarities between “Make America Great Again” and “Make Australia Great” by Clive are obvious. Nowhere in the branding bible does it say that borrowed interest is not a valid way to build your brand and shorten the path of your message to the memory of the consumer.
5. Use distinctive assets
This is where Clive was particularly smart. Despite the fact that the Palmer United Party fell apart when the last sitting member failed to retain their seat in the 2016 election, the party continues to capitalize on the party’s distinctive yellow across all channels.
Additionally, we would be remiss not to also call Clive himself distinctive. (Whether that’s an asset or not, we’ll find out by Sunday).
6. Be consistent
Message drift is not a problem in Clive’s camp. This is a campaign built on repetition and a singular goal of putting Australians first for Make Australia Great.
7. Stay competitive
UAP claims to offer Australians a plethora of real and imagined solutions to economic management, taxes, housing, employment and even climate change. His relentless, prisoner-less approach is always competitive.
Whatever Saturday’s result and the success of Clive and UAP, Byron Sharp should be proud. The great man from Queensland has certainly developed his brand.
Nicole Gardner, Executive Director of Account Management, Edge