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Following a successful Census campaign for Los Angeles County, OBM was awarded the opportunity to lead all creative strategy and production in partnership with Fenton for a comprehensive, paid advertising campaign designed to support the 2020 Election in Los Angeles County. The purpose of the campaign was to ensure every voter in LA County knew how to safely vote.
After a short data driven discovery period we developed the branding narrative and design for the campaign named—Every Vote In.
As a cause-related and video-driven campaign, digital advertisements for Every Vote In were designed in six primary languages to represent and engage with Los Angeles County's diverse, multilingual and voting-age population (approx. 6 million people). With support and partnership from Fenton and Los Angeles County, Owl Bridge Media created over 200 videos for placement across mass media contributing to 102,853,897 total digital impressions.
Other notable digital advertisement placements included homepage takeovers of KTLA, LA Times and Univision. Campaign videos aired on broadcast television and print and digital advertisements were created for broadcast radio and out-of-home placement. The campaign website (plan.lavote.net) was built in 13 different languages and saw over 400,000 Los Angeles residents interact with its voting resources.
Our creative direction was the foundation of all campaign assets and one of the key drivers of success. We found inspiration in the bold style of modern and authentic political art targeting these communities. Versatility was a critical factor as all of our assets would need to be eye-catching, serve multiple media types and be transcreated into 13 languages.
We were able to create familiarity and develop trust quickly by utilizing consumer trends,diverse portraits, a variety of languages and real voting stories from LA County residents that reflected the target audience. All creative was intended to encourage first-time voters in their digital environments to make a voting plan that was right for them.
- 201 Videos for pre-roll and broadcast
- 96 Ads for traditional and digital radio
- 16 Television spots in 8 languages
- 13 Languages to reach all Angelenos
- 166,933,716 Television viewers
- 36,391,442 Paid Print viewers
- 171,084,900 Radio listeners
