Campaign details

Brand: Puerto Rico State Election Commission
Agency: McCann Worldgroup Puerto Rico
Region: LATAM

Objectives

Puerto Ricans had always exercised their vote the same way, until 2016. Just months before the big day, the State Election Commission implemented the new electronic scrutiny machine. A trusty way to count ballots, fast and secure. Although this was a huge step in Puerto Rican politics, it brought uncertainty. The voters were reluctant and didn't trust this new process.

The State Election Commission was worried that the implementation of the electronic scrutiny machine could cause long lines on Election Day or even worse, electoral abstention. We needed to change that perception by giving people a test trial of the new voting process before they even got there, not in the real world, but in a virtual one.

Target audience

Puerto Rico is an aging population and regrettably, the participation of young voters in general elections is very low. That is why political parties know that the vast majority of votes will be thanks to the older voters, who do not have much knowledge of technology. This population perceived electronic scrutiny as a very complicated system if they compared it with past elections where ballots were introduced by placing ballots in a cardboard box.

Creative strategy