David and Goliath Parliamentary elections in Poland, 2001

1. David and GoliathParliamentary elections in Poland, 2001 Mainz, October 30, 2003

2. 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

3. Goliath

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

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

6. 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

7. 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

8. David

9. 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

10. Battlefield

11. 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

12. 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

13. 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

14. Key projects • Primary elections • 42 regions in the whole country • MP candidates elected by PO „members” • 100 000 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 • 400 000 signs under the PO`s project of ban bill

15. 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

16. 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

17. Finals

18. National election results thresholds

19. SLD PO Americanization SLD and PO in top 5 advertisers (08 - 09/2001) 60 MM 30 MM `93 `97 `01 Parliamentary campaigns - total spendings (PLN) • Party leader`s image more important than ever • Program less important than image • Media define the shape and content of political campaigns

20. 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 – Q3 2001 • Extensive role of external consultants • Key players served by external professional consultancies • strategy advisors, ATL/BTL/e-marketing agencies, creative boutiques

21. Profesionalization Effective corporate structure

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

23. SLD PO David`s growth 50% PO - potential winner of 2005 40% 30% 20% 10% XII - 2002 IX - 2003

24. m.grabowski@unitedpr.pl