DMC help Green Party to become first UK political party to use an online viral film …

We’re helping the Green Party with a UK ‘first’ - launching an online viral film advertising campaign consisting of seven challenging film clips that drive home the fundamental issues being glossed over by larger, richer political parties.

As The Green Party spokesperson Spencer Fitzgibbon explains:

The UK Government is way behind the rest of Europe in its policies, and voters in the UK are very apathetic - only 59 percent of the total electorate actually voted in the last General Election. Smaller parties like ours have always had their hands tied when it comes to funding advertising campaigns. But now, with DMC’s help, we’ve found a way to break out of the ubiquitous televised Party Political Broadcast to inspire voters and get our message across without needing huge funds for the likes of billboard poster campaigns.

Seeded and tracked by DMC, the innovative new Green Party online viral advertising campaign kicked off at the beginning of May during local elections with the release of ‘Water Baby’, the first in the series of seven issue-based digital film clips that range from 30 to 60 seconds in length.

‘Water Baby’ rams home the issue of global warming by showing a baby being slowly engulfed by lapping water as the facts about polar ice cap meltdown are explained calmly by Sir Ian Holm’s voice over. ‘Stolen Life’ shocks viewers into thinking about pollution by showing doting grandparents gassing their grandchildren in a car.

The clips were created by a collective called The Garden, founded by Jack Price at RSA Films. Other creative luminaries in the collective include Sir Ian Holm, Pete Cain, Louis Bourg, musicians Meeker, web animators Artificial Environments, and Al Fleming and Roger Eaton of The Vatican.

This online viral film advertising campaign is the first of its kind for any political party in the UK. It uses DMC’s real-time online tracking system to prove that the film clips are being proactively viewed then passed on around the Internet by those viewers.

Spencer Fitzgibbon concluded:

Using online viral marketing enables us to get our message out to millions of voters for next to nothing, encourage them to get involved in spreading the word about vital national and global issues, and gauge how many of them are truly interested and inspired as the campaign progresses. No other promotional technique that political parties are allowed to use can achieve these objectives - and no other party has had the gumption to conduct such a campaign.

You can see the ‘Water Baby’ viral ad on the Lycos Viral Chart here and the ‘Green Frog’ execution here

If you would like to find out more about the campaign or would like to know more about our connected marketing services, please contact us