Gemeente Tilburg — Tilburg kies ME NU election campaign
For Tilburg, we turned voting into a tasty choice.
"Working with Schwung was smooth and produced a lovely campaign. Schwung was willing to think it through together."
– Noor de Kort, Gemeente Tilburg
For the municipal elections of 16 March 2022, the city of Tilburg wanted to inform and motivate as many residents as possible to go and vote. The challenge with local elections: turnout, and the feeling that there is really something to choose.
Schwung translated that into Tilburg kies ME NU: a cheerful, neutral turnout campaign that presents the election as a menu. From concept and label to the roll-out across the street, the screen and mobile, with the voting guide as the final destination.
How do you make an election appealing, without picking a party?
A council turnout campaign has to do two things at once: enthuse and stay impartial. It must not steer people towards a party, but it does need to make clear that local politics matters, and that your vote counts. At the same time, the message had to reach a broad city: from young people voting for the first time to residents who would otherwise stay at home.
The core we drew out of it is simple: in an election, there is genuinely something to choose. We made that idea literal and inviting, with a wink that suits Tilburg.
Tilburg kies ME NU.
ME NU is a play on the word menu. The election as a menu on which you make your choice, with a kraft-cardboard look that feels like a takeaway menu. Playful, recognisable and approachable, exactly the tone a city-wide turnout campaign needs.
One label, one clear message.
The label carries the date (16 March 2022), the city's coat of arms and the call to action. The colourful stripe nods to the abundance of choices and parties, the kraft cardboard to the menu idea.
One campaign, visible everywhere.
The campaign came together on the street, on screen, on the bus and on mobile. From mupis and an election newspaper with the policy statements to DOOH on narrowcast networks, mobile advertising with geofencing and even a playful flyer on pizza boxes via Thuisbezorgd.
Mupis & DOOH
Abris and mupis across the city, plus digital out of home on narrowcast networks in venues including BasicFit and Albert Heijn.
Geofencing & mobile
Mobile ads, served in a targeted way via geofencing around relevant places in Tilburg, continuously optimised.
Election newspaper
A newspaper that laid out the policy statements clearly, so residents could read up.
Thuisbezorgd stunt
A playful flyer on pizza boxes, Lekkere keuze, delivering the campaign to an unexpected place.
Voting guide
The voting tool on mijnstem.nl/tilburg, where the people of Tilburg could compare their views with the parties.
One label
The kies ME NU label as the common thread through every execution, for instant recognition in every channel.
Broad, local visibility in the run-up to 16 March.
The channels reinforced one another: eye-catching on the street, repeated on screen and targeted on mobile. In this way, the campaign built visibility and awareness of the voting tool in the weeks before the election.
Role, client, result.
Client
Gemeente Tilburg
Role
Campaign concept & label, branding, development, online marketing (geofencing, DOOH, mobile advertising)
Occasion
Municipal elections, 16 March 2022
Frequently asked questions about the Tilburg case
What did Schwung do for the city of Tilburg?
For the municipal elections of 16 March 2022, Schwung developed the turnout campaign Tilburg kies ME NU: from campaign concept and label to the roll-out across mupis, DOOH, mobile advertising with geofencing, an election newspaper and a playful Thuisbezorgd stunt. The campaign led to the voting guide on mijnstem.nl/tilburg.
What is the concept behind 'Tilburg kies ME NU'?
In an election, there is genuinely something to choose, and we showed that literally. ME NU is a play on the word menu: the election as a menu on which the people of Tilburg make their choice. The style leans on a kraft-cardboard look, like a takeaway menu, with a recognisable label and a cheerful, inviting tone that suits a city-wide turnout campaign.
Was the campaign politically neutral?
Yes. A council turnout campaign has to be impartial. We presented the policy statements and all participating parties on equal footing, without preference. The aim was not to steer people towards a choice, but to inform the people of Tilburg and motivate them to actually go and vote.
Which media and channels were used?
A broad palette: the campaign label, abris and mupis across the city, DOOH (digital out of home) and mobile advertising with geofencing, an election newspaper with the policy statements, the voting guide on mijnstem.nl/tilburg and a playful flyer on pizza boxes via Thuisbezorgd under the banner Lekkere keuze.
What did the campaign deliver?
The online effort served roughly 278,029 mobile ads with a CTR of 0.16%, plus around 43,598 impressions on narrowcast networks in venues including BasicFit and Albert Heijn and on mupis. Together, the channels delivered broad, local visibility in the run-up to 16 March 2022.
Where did the campaign lead?
To the voting guide on mijnstem.nl/tilburg. There, the people of Tilburg could use the voting tool to compare their views with the parties, so they could head to the ballot box with a well-informed choice.
A message that everyone needs to reach?
Just like with Tilburg, we turn a serious subject into a campaign people actually respond to.