UK Government: The Missing Millions - Giving Expats Their Voice

This case study explains how the British government used digital ads to increase the number of voter registrations among British people living abroad.

UK Government: The Missing Millions - Giving Expats Their Voice

Campaign details

Brand: UK GovernmentAgency: Ogilvy & MatherAdvertiser: Cabinet OfficeCountry: United Kingdom

Campaign Background & Summary

  1. Before the campaign: with the 2015 general election approaching, fewer than 1% of British expats were registered to vote – a shockingly low figure that had scarcely changed since 1985 when expats were first allowed to vote in UK elections.
  2. Competitor: the "Can't Be Bothered Party" – expats are one of the most severely underrepresented groups in the ranks of British non-voters. Nonvoting is a growing problem...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands