BRAND OBAMA

Obama; Not just a name

Obama is the hope

Obama is the change
Obama is the revolution
Obama is the savior in this recession
Obama is the possible
 The Campaign
• The campaign was based on the concept of advertising
effects and the response model.

• Awareness, Interest, Preference, Conviction, Action and

Satisfaction.

• This series of effects model with an appropriate

message was designed to get the intended response
from the Americans.
 The Stage and the Message
• Awareness : Hope

• Interest : Change we need

• Preference : Stand for change

• Conviction : Yes we can

• Action : Change we can believe in

• Satisfaction : Change has come to America

 The Strategy
• Change=Obama=Believe
• Each message has Obama as the centre of focus Obama is the
change, he is the hope, he is the belief
• The people were made to believe in the strong idea Change which
has an impact on every American
• Elections are a high involvement process. Audiences are on the watch
out of messages, if you have a strong message they move towards
you.
Economy President

Change
Obama
New America
Believe

Change was the Theme and Driver of the whole campaign

And has an universal appeal
 Campaign Message
• Large substantial dimensions of segmented and targeted.
• Geographic – All States, Americans abroad and rural Americans
• Demographic
» Race- Latinos, Independents, Republicans, First Americans, Jewish.
» Profession- Environmentalists, National Delegates, Sportsmen,
Students, Army, Labor
» Gender- Female-Women

• A positioning that would be common and appeal to every Target was

used: Change

• Obama was focus of this positioning, he is the change that America

needs
• Obama is the brand, positioned as Change

• People were asked to believe in the change (Obama), Yes we can

• Hence, Change (Obama) has come to America
 Marketing the Campaign
• The most important part a successful campaign is the strong idea and the
effective communication of the same.
• A logo for every segment of the target group was designed with Obama and the
message (taglines) which appealed to each individual, group or community.
 Branding Obama

• A new logo for Obama was created

• Every ‘O’ of was given a treatment to highlight ‘O’bama.
• These logos were used in each and every
Advertisements, promo materials which had an
integrated impact on the targets.
• An official website: www.brackobama.com was
launched to communicate the messages and to make
more interactions with the web audience.
 Advertising
• All possible medias were used to communicate the
messages to the audience.

• TV channels

• Print- Magazines and news papers

• Outdoor-Bill boards, Yard signs

• The promotion materials were huge;-

• T-shirts, caps, Coffee mugs, car magnet, hats, pins and

buttons, Jewellery (locket), bags, water bottle, belts, hand
fan, each with the logo of Obama and the message Change.
Yes, we can.
 Interactive and Internet Media
• An official web site www.barackobama.com
• A blog- www.mybarackobama.com
• Videos on the website
• Flyers, Newsletters, Mailers, Barack TV, wall papers,
Widgets and Icons were distributed on the web.

– Viral Marketing
• Used 16 community websites to build his social groups
on the web. Mainly- you tube, face book, Myspace and
flicker etc.
 The Key
• PR- the most important key for the campaign were the
inspiring speeches by Obama with direct communication
of the messages and the abilities that he has.
• Press releases
• A music video for the Obama and his movement, Yes,
we can was done featuring Obama.
• Mobile marketing-
Ringtones, videos, wallpapers and
messages were sent to evoke them to action.
 Behind the success
• The Strong idea and the way it was communicated and
carried by Obama, which made him the president.
• An integrated approach with a message that is inspiring
to every body even in these hard times of economy

CHANGE WE CAN BELIEVE IN

YES, WE CAN

www.barackobama.com