2011 was in many ways the year of the Alliance 90/THE GREENS party in Germany. Besides success in Rheinland-Pfalz and Baden-Württemberg they also achieved a sensational result in Hessen: In the local elections they gained 10 percent countrywide, which led to the best result ever of the GREENS in a German territorial state.
Their integrated election campaign set new benchmarks regarding the direction and style of election campaigns. The party abstained from a traditional campaign with navel-gazing and warm words. Instead they focused radically on their political concepts and left every other aspect aside.
The claim was: "We focus on the subject/ Wir konzentrieren uns auf Inhalte“. Under this simple claim every candidate could present the political concepts for his electoral and all the single activities formed a countrywide campaign which maximised the impact.
At the heart of the campaign was a novel online platform through which candidates, voters, media, basically anyone could connect to each other and discuss the various political concepts. But also billboards, print ads, literature, give-aways and various event formats were developed to support the candidates.
In the end Alliance 90/THE GREENS Hessen achieved their best result in local elections. They were able to stage the mayor in many towns or even the lord mayor in cities like Darmstadt. The number of mandates was nearly doubled.
Rahul developed the strategy and campaign as freelance client director for Johanssen+ Kretschmer GmbH. The online campaign platform was developed with Antwortzeit GmbH.
Campaigning, Strategy post by admin.