David and Goliath Parliamentary elections in Poland, 2001 Mainz, October 30, 2003

David and Goliath One of the best known characters of Bible is David, who as a lowly shepherd boy defeated the giant Philistine warrior Goliath, and then grew up to be King David of Israel

Goliath

Post-communists Post-Solidarność Who is Goliath? Socialism Liberalism Laic Conservative (close to church) Social democratic Alliance (SLD) Polls leader Action Election Solidarność (AWS) Government Union of Freedom (UW) left AWS-UW government Peasant Party (PSL) SLD ally Samoobrona (SO) Protest populists Q2, 2001 (values) (economy)

Who is Goliath? 50% 5 % threshold parties 9% threshold coalitions 30% 10% 20% 40% SLD AWS UW PSL

Who is Goliath? Powerful Controls / supported by the most influential media 3 nationwide stated owned TV channels (49% of average TV reach) national stated owned radio (50% of average radio weekly reach) SLD, PSL, UW the leading Polish newspaper (28 % of average daily reach) UW Well organized regional and national structures Traditionalist Believes that ideological roots: post-communist / post- Solidarność are very important for voters Believes only in internal marketing resources Stranger Speaks foreign unclear language UW, AWS

Goliath`s perception The worst attitude towards politicians/political parties after 1989: they do not care about ordinary people they do care only about their position they do nothing to solve our problems Positive ratings regarding the past communists Poland the first time after the 1989 Government: 50% of negative ratings Parliament: 70% of negative ratings Politicians: 88% of negative ratings

David

Who is David? The Civic Platform - Platforma Obywatelska Founded in January 2001, 8 months before the elections Founded by former UW and AWS politicians Founders: Andrzej Olechowski, pragmatists, manager, independent Former minister of foreign affairs, former minister of finance The second score in the 2000 presidential election Maciej Płażyński, rigorous, traditionalist, former AWS Former parliament speaker and former internal opposition leader in AWS Donald Tusk, young, modern, liberal, former UW Deputy speaker of the parliament, former internal opposition leader in UW Profile: Conservative liberals Lack of regional structures, limited financial resources Election campaign financed by commercial credit

Battlefield

Goliath`s reaction to David`s birth Silence or negative comments in national stated owned TV and radio Very negative coverage in the leading Polish newspaper Politicians negative comments in the key media Media headlines: Three refugees found rescue boat Losers escaped from UW and AWS The will disappear in three months Key message: Political initiative without future and any chances for success

David`s goals PO - the second party in the parliament after the elections SLD - unable to govern independently UW and AWS - outside the parliament after the elections

David`s strategy / key messages Platforma Obywatelska (PO) is a civic movement not a political party PO is a mass movement supported by huge number of Poles PO stands for COMPETENCE not ideology Modern image appealing to young voters Anti-establishment movement republican populism PO offer address key voters needs Liberal instruments with attractive social package

Key projects Primary elections 42 regions in the whole country MP candidates elected by PO members participated Program: 21 obligations only the most important issues related to the voter`s needs Ban for parties finance by state budget campaign PO leaders road show signs under the PO`s project of ban bill

David`s brother Prawo i Sprawiedliwość – Law and Justice Founded in May 2001, 5 months before the elections Founded by former AWS politicians Founder: Lech Kaczyński, the sheriff, extremely popular former minister of justice Profile: Christian democrats Lack of regional structures, limited financial resources Election campaign financed by commercial credit

Who is David? The Civic Platform - Platforma Obywatelska Founded in January 2001, 8 months before the elections Founded by former UW and AWS politicians Founders: Andrzej Olechowski, pragmatists, manager, independent Former minister of foreign affairs, former minister of finance The second score in the 2000 presidential election Maciej Płażyński, rigorous, traditionalist, former AWS Former parliament speaker and former internal opposition leader in AWS Donald Tusk, young, modern, liberal, former UW Deputy speaker of the parliament, former internal opposition leader in UW Profile: Conservative liberals Lack of regional structures, limited financial resources Advertising election campaign financed by commercial credit

Finals

National election results thresholds

Americanization `93 `97`01 Parliamentary campaigns - total spendings (PLN) 60 MM 30 MM SLD PO SLD and PO in top 5 advertisers ( /2001) Party leader`s image more important than ever Program less important than image Media define the shape and content of political campaigns

Profesionalization Research driven campaign Strategy based on extensive research program significant % of campaign budget PO and SLD spent more than key FMCG players in Q2 – Q Extensive role of external consultants Key players served by external professional consultancies strategy advisors, ATL/BTL/e-marketing agencies, creative boutiques

Profesionalization Effective corporate structure

Modernization New marketing tools E-marketing Virus marketing Creative and diversified media planning New media Comic book for young voters

David`s growth 50% 30% 10% 20% 40% PO SLD XII IX PO - potential winner of 2005