Nando’s PERi-PERi Nando’s Party
The brief was simple: create something relevant to the Singapore General Elections 2020. So, we did the most natural thing and formed our own political party to join the conversations surrounding the election.
Role
Copywriter
Content Strategist
Awards
Markies Awards 2021
- Most Effective Use - Social Media - Silver
- Most Effective Use - Consumer Insight and Market Research - Bronze
- Most Creative - Content Marketing - Bronze
Brief
Our task was to find a way to relate the Singapore General Elections 2020 to Nando’s as an ad-hoc campaign.
A Look At The Playing Field
We took a look at how brands have typically rode on national events in the past and found that the usual approaches were
Hosting elections on their own in the form of a contest
Creating an announcement post on the topic
Ignoring it as it did not align with their branding image
Which usually resulted in little to no engagement.
Understanding The Problem
We found the reason for the low numbers wasn't due to a poor idea or execution (in fact, some were fantastic); Singaporeans were just more interested in the elections.
Drawing that attention away required an advertising budget or prize so big that it would pull Singaporeans away from the news and towards your page.
Something that we don’t really have.
The Ideal Idea
To counter that issue, we realised our ideal solution had to accomplish the following:
Value-add to the elections
Stand out against the competitors and the election news
Remain relevant throughout the elections
Whatever we came up with had to be something new that worked in tandem with the elections instead of being a separate campaign altogether.
Our Way In
Looking at the previous elections, we realised our problem turned into our way forward:
Singaporeans were incredibly invested in the elections
Singaporeans hung onto every moment of the election, regardless of whether it's policies promised or blunders made. Which led us to the idea:
PERi-PERi Nando’s Party (PNP)
We forgot about competing with the buzz over the elections and chose to create our own political party and take part in it instead. This gave us ample opportunities to ride on election news without needing to pull Singaporeans’ attention away.
After all, why beat them if you can join them?
Rollout
We wanted to create an authentic birth of a political party. So instead of tying our rollout to a customer journey, we linked it to the election schedule.
The plan was to announce our intent to participate and showcase our party’s logo, name, and manifesto as they introduce every party officially on Nomination Day.
Like every party, we’ll also conduct our very own online rallies and household visitations during the broadcast days.
On top of that, while the other parties were having their broadcasts, we would listen in and convert it into something the PNP could use.
Bringing It Together
We made our announcement along with our manifesto on Facebook, Instagram, and IG story.
Conducted our online and physical rally
And tapped into relevant moments during the elections
Our very own East Coast Plan
Our very own motivational quote
Our very own Blank Cheque
Results
The campaign
Increased our total reach by 542%, 26,358 total shares and interactions (a 729% increase in engagement)
Won the silver award for the Most Effective Use - Social Media, bronze awards for both the Most Effective Use - Consumer Insight and Market Research and the Most Creative - Content Marketing during the Markies Awards 2021
