There were six fundamental lessons for marketers and business leaders coming out of the political parties’ advertising campaigns for last month’s federal election.
The first was a reminder that memorable headlines and taglines work. None of the major parties’ ad campaigns in 2010, 2013 and 2016 had resonated with voters like “Kevin 07” had. But “the Bill you can’t afford” did. It had arisen as a standout line in a Liberal Party ad 11 months before the election. And when the Liberal strategists continued to hear voters discuss the line without being prompted, they quickly shifted their advertising emphasis to it rather than the more straightforward and less memorable “Building our economy. Securing our future”.