Multilingual Ad Campaign NYC

The Challenge

The November 2021 New York City general election was the largest citywide election in the last two decades. Every city office was on the ballot, including Mayor, Public Advocate, and Comptroller, so there was added importance in promoting voter participation. We worked with the NYC Campaign Finance Board to create a multi-channel campaign focused on reaching underrepresented communities including youth and naturalized citizens, in priority languages—English, Spanish, Chinese, Mandarin, and Korean.

The Solution

Our month-long campaign focused on driving reach through Video, Audio, and OOH. Understanding that media consumption is ever-evolving, our Video media mix included traditional TV and Cable to reach our target audience across any device. We also used Community and Ethnic radio stations to help reach voters throughout their day. Last, but not least, our message appeared on bus shelters, bus interiors, and subway liveboards to reach voters on the go. We also launched an innovative campaign deploying wrapped, attention-grabbing, high-mileage vehicles (DoorDash, GrubHub, Uber, Lyft drivers, etc) in the Bronx (a priority area) encouraging voters to get out and vote! Drivers were also supplied with information cards to give out to passengers and passersby, directing voters to go online and to get more information (early voting information, find your polling place, etc).

The Result

Through our extensive media relationships, we were able to deliver over 7 Million impressions, over 2,600 on-air announcements and secured 18% of the media investment in added value bonus spots and discounted rates. An important success metric for NYCCFB was to hit a target number of visitors to voting.nyc from 10/4 – 11/2, which we exceeded by 2.5%.