Get Out The Vote | Guerrilla Marketing Campaign

Objective:  To get Millinnials to get out and vote

Idea:  Through a copy driven campaign, show the elegance of San Pellegrino. 

Team:  Jeremy Paczos

To engage the target, we got them with something we knew they wouldn't be able to pass down...free food. We set up a hotdog stand in a college corridor. When they unwrapped the hot dog they were shocked to see that 1/3 of the hotdog was gone. Under it was a message reminding them how important their vote is. 

Another way we wanted to engage the target was by shocking them with some something familiar. So..we took something they see everyday and we slightly changed it. We removed 1/3 of the flag. Leaving 9 stripes and 30.5 stars. We then got them to pledge that that they would go and cast their vote on November 8th. 

Since we did not want these millennial's to have any excuse to not go and vote, we partnered with Uber to offer 33% off of ride fares that day when getting a ride to the polls. 

The last way we reached the target was by placing fake $100.00 bills in busy urban cities. When the dollar is folded it looks completely normal, but when turned over 1/3 is removed leaving only the impactful message.