Campaign details

Advertiser: Free Democrats
Brand: Free Democrats
Agency: Heimat Berlin
Country: Germany

Objectives

Return to the Bundestag

For the Free Democrats, the overarching objective was to get back to the German Parliament on September 24th, 2017, after four years of absence.

Beat past elections in a decisive state

Improving on the 2012 election results in North Rhine-Westphalia was crucial for FDP. They needed to make at least 8.6% of the votes in the most densely populated state in Germany. In February, the party was still at only 7% (Infratest dimap, 19.2.2017) - this required a gain of at least 1.6 pp, or 23%.

Dominate in social media

The Free Democrats wanted to set the tonality of the elections in the social media platforms. FDP had to become the strongest party across social networks, generating the largest amount of video views, interactions, and new followers.