Case Study
“2024 Election”
CLIENT: ACT Labor
In 2024, ACT Labor went to the polls seeking a historic seventh consecutive term. With a mood for change and a noisy field of opponents, the party needed to reassert its relevance and mobilise voters through a campaign that felt modern, strategic and urgent.
We delivered a mix of positive messaging about Andrew Barr’s record and also his plans for the future, and sharp contrast ads about the Liberal’s extreme right wing members as well as the risk of a Greens/Independents vote accidentally electing the Liberals
30s Positive TVC
30s Shadows TVC
Results? ACT Labor was returned to government after 23 years in power, for a seventh consecutive term
47.7
%
RESULT
YouTube achieved video completion rate in Yerrabi — 37% above benchmark.
98
%
RESULT
Delivered catch-Up TV video completion rate, exceeding planned impressions by 23%.
The “Gay Conversion” creative drove the highest engagement across all channels.
