Creative Execution

Government apps are often criticised for poor user experience/design, however VOTE VICTORIA had great visual appeal and focused on UI/UX as a result of extensive focus groups/user testing. Whilst it’s a seamless experience for users, it’s technically-complex and involves integration with numerous third-party data feeds/systems: • Geo-coordinates to precisely map electoral boundaries • Native maps & postcode lookup • Interactive visualisation of the last election’s results • Polling booth details • Candidate information • Live feed and visualisation of 2014 results • Video/social integration And of course all technology had to be secure and extensively optimised for speed and accessibility.

Our app made it easy for 18-24 year-olds anywhere in the world contribute to the democratic process, and eclipsed the most aggressive goals set. • Downloads tripled those of the previous election's App. • Each user viewed an average 10 voting locations during their session. • Combining app users with the PR and social media coverage generated by the App, we estimate it reached over 50% of the 18-24 year population in Victoria. • Rated 5 stars by those who used it and many users provided very positive comments, particularly around the accuracy and clarity of maps and directions. Thomas Harper, VEC: “Vote Victoria genuinely put the election in people’s hands. We set our mobile agency a very challenging timeframe to deliver a first-grade product and the app exceeded our expectations. There can’t be a dress rehearsal for elections and the app didn’t skip a beat.”

Voting in Australia is compulsory. We had to encourage and enable young voters to get involved and fulfil their democratic duty. But it's not easy; Young people are particularly difficult to get engaged with politics, move house often (sometimes unaware of where they should vote) and hard to reach through traditional media - preferring to discover information themselves usually in a digital format. The campaign focus was to assist/increase the number of engaged young voters, generate broader PR/social coverage that would 'spread-the-word' around voting obligations and what to do on election day-especially help them get to their voting location. As 94% of 18-24s use smartphones as their dominant media channel we focused on creating the “VOTE VICTORIA” App to be an immersive, interactive, comprehensive guide to the 2014 State election. Our mobile App was central to impacting our 18-24 year old audience and served three purposes; education, enablement, and engagement. =