That alone “ate” 5-10% of support for the party, she says
– Do you have an explanation for the PP result?
– The campaign was impersonal. The one I conducted was on the wings of morality and the future of Bulgaria. At first I liked “Ima kak”. I thought they were going to go for the emotional approach, but a moment later it started: there’s how kids can eat tomatoes and stuff like that. Thus even the slightest emotion was destroyed.
– And the elegantly done was not highlighted?
– In the last week, the campaign was destroyed by the words of Kiril Petkov, which I heard in some interview – the thesis was that there are no saviors and we must save ourselves. The exact opposite of what he said when he entered politics – that he had energy and will. Now it turns out not to be the case, and it became a boza associated with many blunders such as April High School and others.
– How was the inclusion of Lena Borislavova affected?
– That was the big blunder. I think it ate away between 5 and 10% of the support for the party. Extremely aggressive campaign without her answering the question of what she is doing on the railing, which is extremely off-putting. Even while I was there, I said that I am not their mother, but to make it public brings damage. There was another problem, most likely they had too little money and they came at the last moment when there was a glut in the airwaves. Later it became clear that PPs have 2x more boards than everyone else, which is annoying.
Once I turned on the TV and saw two PP TV ads one after the other, no one can afford that. Advertising should be beautiful, perfect and end just when it is most interesting. Instead, we saw Lena Borislavova on a train composition, an advertisement that from a PR point of view is absurd. This together with the replayed campaign and the billboard 5 men and one woman – united has how…
In the end, they achieved this effect. But still, their score is extremely high for the way they conducted the campaign, I don’t blame the colleagues, because those who made the slogan “There is a way” created an emotional idea. Unfortunately, it came down to tomatoes.
