Look at the strategy on her
Droga 5’s The Great Schlep idea has been doing the rounds recently as one of the smartest and most engaging political campaigns in a Presidential election that is dripping with smart and engaging political campaigns.
But I thought I’d lob my two penny worth into the fountain of adulation for this piece of work.
Of course I love the execution of this film but I love the thinking even more. At Saatchi we have a little tool we use to help make our strategic thinking rigourous and potent. It goes by the name of an OIIC, or rather Objective, Issue, Insight and Creative Challenge. And this activity makes rather a nice OIIC.
Objective: To help Barack Obama win the US Presidential election
Issue: Key swing states like Florida will make the difference between winning and losing and although the Jewish community prides itself on its liberal values there is one place where this is anything but the case – the swing state of Florida.
Insight: The one group that might be able to influence the Jewish vote in Florida are the electorate’s grandchildren who are adored by their grandparents.
Creative Challenge: Ask liberal Jewish grandchildren to convince their less liberal Jewish grandparents to vote for Obama
Idea: The Great Schlep
Rarely do we see such locked down strategic thinking in this category, thinking that has every chance of working because you can trace the idea back to the source objective. Something that can rarely be said of most viral/digital/cool stuff.
It’s genius.
Hope it works.
Hat tip to Paul Silburn for the clip.
Here is Jackie Mason’s response.
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Heard about this – had no idea it was the Droga5 boys. Very cool.
I was initially disappointed to belatedly discover that it was an ad and not just a smart piece of comedy, but I guess that reaction just proves your assertion.
Really good. But how did it start? Did the Jewish Council for Education and Research approach them? Or was it their idea after they realized it can help? And yes, the genius bit is getting the grandchildren to speak to their grandparents. D5 at it’s best.
Nice idea, but haven’t advertisers been targeting parents thru their kids for years?
I love this. But I, too, thought it was comedic in nature.
As someone who is currently learning the planning process, thank you for breaking down the strategy and giving all of us a look at Saatchi behind the scenes.