david and goliath parliamentary elections in poland, 2001 mainz, october 30, 2003
TRANSCRIPT
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David and Goliath
Parliamentary elections in Poland, 2001
Mainz, October 30, 2003
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David and Goliath
One of the best known characters of Bible is David, who as a lowly shepherd boy defeated the giant Philistine warrior
Goliath, and then grew up to be King David of Israel
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Goliath
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Post-communists
Post-Solidarność
Who is Goliath?
Socialism Liberalism
Laic
Conservative (close to church)
Social democratic
Alliance (SLD)
Polls leader
Action Election
Solidarność
(AWS)
Government
Union of Freedom
(UW)
left AWS-UW
governmentPeasant Party (PSL)
SLD ally
Samoobrona (SO)
Protest populists
Q2, 2001
(values)
(economy)
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Who is Goliath?
50%
5 % thresholdparties
9% thresholdcoalitions
30%
10%
20%
40% SLD
AWS
UWPSL
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Who is Goliath?
„Powerful” „Controls” / supported by the most influential media
3 nationwide stated owned TV channels (49% of average TV reach) national stated owned radio (50% of average radio weekly reach)
SLD, PSL, UW
the leading Polish newspaper (28 % of average daily reach) UW
Well organized regional and national structures
„Traditionalist” Believes that ideological roots: post-communist / post- „Solidarność”
are very important for voters Believes only in internal marketing resources
„Stranger” Speaks „foreign” „unclear” language
UW, AWS
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Goliath`s perception
The worst attitude towards politicians/political parties after
1989:
„they do not care about ordinary people”
„ they do care only about their position”
„they do nothing to solve our problems”
Positive ratings regarding the „past communists Poland”
the first time after the 1989
Government: 50% of negative ratings
Parliament: 70% of negative ratings
Politicians: 88% of negative ratings
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David
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Who is David?
The Civic Platform - Platforma Obywatelska Founded in January 2001, 8 months before the elections
Founded by former UW and AWS politicians
Founders: Andrzej Olechowski, „pragmatists, manager”, independent
Former minister of foreign affairs, former minister of finance
The second score in the 2000 presidential election
Maciej Płażyński, „rigorous, traditionalist”, former AWS Former parliament speaker and former internal opposition leader in AWS
Donald Tusk, „young, modern, liberal”, former UW Deputy speaker of the parliament, former internal opposition leader in UW
Profile: Conservative liberals
Lack of regional structures, limited financial resources Election campaign financed by commercial credit
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Battlefield
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Goliath`s reaction to David`s birth
„Silence” or negative comments in national stated owned
TV and radio
Very negative coverage in the leading Polish newspaper
Politicians negative comments in the key media
Media headlines:
„Three refugees found rescue boat”
„Losers escaped from UW and AWS”
„The will disappear in three months”
Key message:
Political initiative without future and any chances for success
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David`s goals
PO - the second party in the parliament after the elections
SLD - unable to govern independently
UW and AWS - outside the parliament after the elections
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David`s strategy / key messages
Platforma Obywatelska (PO) is a civic movement not a political
party
PO is a mass movement supported by huge number of Poles
PO stands for COMPETENCE not ideology
Modern image appealing to young voters
Anti-establishment movement
republican populism
PO offer address key voters needs
Liberal instruments with „attractive” social package
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Key projects
Primary elections
42 regions in the whole country
MP candidates elected by PO „members”
100 000 participated
Program:
21 obligations
only the most important issues related to the voter`s needs
Ban for parties finance by state budget campaign
PO leaders road show
400 000 signs under the PO`s project of ban bill
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David`s brother
Prawo i Sprawiedliwość – Law and Justice Founded in May 2001, 5 months before the elections
Founded by former AWS politicians
Founder: Lech Kaczyński, „the sheriff”,
extremely popular former minister of justice
Profile: Christian democrats
Lack of regional structures, limited financial resources Election campaign financed by commercial credit
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Who is David?
The Civic Platform - Platforma Obywatelska Founded in January 2001, 8 months before the elections
Founded by former UW and AWS politicians
Founders: Andrzej Olechowski, „pragmatists, manager”, independent
Former minister of foreign affairs, former minister of finance
The second score in the 2000 presidential election
Maciej Płażyński, „rigorous, traditionalist”, former AWS Former parliament speaker and former internal opposition leader in AWS
Donald Tusk, „young, modern, liberal”, former UW Deputy speaker of the parliament, former internal opposition leader in UW
Profile: Conservative liberals
Lack of regional structures, limited financial resources Advertising election campaign financed by commercial credit
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Finals
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National election results
41,04
12,68
10,2 9,5 8,98 7,87
5,6 3,1
0
10
20
30
40
50
SLD
-UP
PO
Sam
oobr
ona
PiS
PSL
LP
R
AW
S
UW
thresholds
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Americanization
`93 `97 `01
Parliamentary campaigns - total spendings (PLN)
60 MM
30 MMSLD
PO
SLD and PO in top 5 advertisers (08 - 09/2001)
Party leader`s image more important than ever
Program less important than image
Media define the shape and content of political campaigns
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Profesionalization
Research driven campaign
Strategy based on extensive research program
significant % of campaign budget
PO and SLD spent more than key FMCG players in Q2 – Q3 2001
Extensive role of external consultants
Key players served by external professional consultancies
strategy advisors, ATL/BTL/e-marketing agencies, creative boutiques
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Profesionalization
F in an cia l d irec tor
e -m arketingw ww
e-m arke ting
O u td o or/Print
T V /R ad io
A d vertis in g Dep t.+ spec ia l e lec tions p rog ram s P T V / PR
S p ec ial even tsE ven t m arke ting
P u b lic R e latio n s D ep t.C om m un ica tion s tra tegy deve lopm ent
R esearch D ep t.
E x tern a l co nsu ltan tsC re tives, m ed ia p lanne rs and buye rs
e -consu ltan ts
H ead o f cam pa ign
Effective corporate structure
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Modernization
New marketing tools
E-marketing
Virus marketing
Creative and diversified media planning
New media
Comic book for young voters
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David`s growth
50%
30%
10%
20%
40%
PO
SLD
XII - 2002 IX - 2003
PO - potential winner of 2005