How to make Brand Asset Valuator

top-of-mind among marketing professionals?

� Strategy:Strategy:Strategy:Strategy:

Provide political parties and voters with strategic brand advice

during the parliamentary elections.

� Target Group:Target Group:Target Group:Target Group:

Primarily, all brand managers in the Netherlands; secondarily,

the voting age population.

� Concept: Concept: Concept: Concept:

Brand Voting: an online voting tool (www.brandvoting.nl) based

on brand study Brand Asset Valuator. With this tongue-in-

cheek, alternative voting tool, voters can check if their brand

preferences match their political preference.

Brand Voting

� Brand Asset Valuator measures the brand preferences of more than 1,500 respondents over 1,000 brands, including the major political parties.

� As a result, Brand Voting can determine which political party suits the voter best, based on their brand choices in 30 categories.

� Which coffee brand do they like best, what brand of shampoo do the voters prefer to wash their hair with, what supermarket do they like to shop at? The sum of these brand choices says something about their voting behavior.

� If they choose Old Amsterdam, Jupiler, Häagen-Dazs, nrc.next and Elsevier, they are more likely to vote VVD.

� If they choose Maaslander, Brand beer, Ben & Jerry’s, De Volkskrantand Happinez, they are more likely to vote GroenLinks.

Brand Voting as spin doctor

� Before launching the online voting tool, Brand Voting

responded like a real spin doctor to the fierce battle of

campaigns between the various political parties.

� Based on the brand preferences of the voters, Brand Voting

gave party leaders strategic advice in marketing magazine

Adformatie: what to wear, what to eat, what to drink, who to

meet, where to go.

Brand Voting Big Shopper

� Party leaders also received brand insights from Brand Voting

about their supporters in the shape of a Brand Voting Big

Shopper filled with the favourite brands of their daily shopping

trip.

“Brand Asset Valuator points out that the CDA voter prefers:

� Safe and trustworthy brands (Honig, Senseo)

� Pure brands (Spa, Nivea)

� Caring family brands (Ariel, Allerhande)”

“Brand Asset Valuator points out that the GroenLinks voter prefers:

� Natural and healthy brands (Zonnatura, Kneipp)

� Social responsible brands (Ben & Jerry’s, Max Havelaar)

� Brands for personal well-being (Happinez)

� Quality brands (Brand, De Gulden Krakeling)”

“Brand Asset Valuator points out that the PVV voter prefers:

� Popular brands (Coca Cola, Heineken)

� Seductive brands (Magnum)

� Convenience brands (Cup-a-Soup, Hak)”

How to generate enormous PR with a very limited budget?

� With the NOS Journal and marketing magazine Adformatie as

media partners, the campaign got off to a running start.

� The possibility to share the results of the voting tool on

Facebook and Twitter did the rest. While voters are normally

reluctant to discuss their political preferences, Brand Voting

triggered a whole discussion, in which many people shared

their political preferences.

� On the day of the elections Brand Voting offered uncommitted

voters last-minute voting advice through short, triggering radio

commercials on BNR; “What will you vote for today, Nescafé or Starbucks? Go to BrandVoting.nl”.

Brand Asset Valuator top-of-mind

among a large group of marketing professionals

� With a very limited budget in a very short time a large amount

of PR is generated. Brand Voting was picked up by media

specialized in marketing as well as the general national press:

from Bright to Molblog, from BNN Today to Editie NL.

Brand Voting facts & figures:

� The high-profile voting tool, Brand Voting, succeeded within

two weeks in making brand study Brand Asset Valuator top-of-

mind among a large group of marketing professionals.

� More than 50,000 visitors in less than two days.

� A total of 134,214 unique visitors with an average

stay of 6 minutes.

� One of the most discussed items on Twitter in the period

leading up to the elections.

� Almost 5,000 Google results for “Brand Voting”.

26th of May – 9th of June 2010