2020 General Elections
DIGITAL STRATEGY / CREATIVE SERVICES / MEDIA BUYING / TV & RADIO PRODUCTION / OOH / DIRECT MAIL / WEBSITE
Living United for Change in Arizona (LUCHA), a grassroots organization, partnered with The Colibri Collective to launch its largest GOTV effort in Spanish, English, and Spanglish with digital, billboards, print, TV, and radio campaigns to get Latinx Voters to vote for Joe Biden, Mark Kelly and down-the-ballot candidates endorsed by LUCHA. This wave of support included the first-ever Native American to be elected into Pima County office, Pima County Recorder-Elect Gabriella Cazares-Kelly, among other candidates in Maricopa, Pima, Pinal, and Coconino County. The overarching goal of the LUCHA Blue campaign was to get one million voters across the battleground state of Arizona to the polls.
With our creative approach, LUCHA reached voters within campaigns across all platforms with each creative asset including sentiment and culturally relevant messaging that hit home within each voter segment. From Joe Biden and Mark Kelly billboards that included, “Chespirito” Siganme Los Buenos messaging, to radio spots connecting young girls to Kamala Harris. To round out the campaign, we incorporated a gamer theme campaign to reach young voters in the fast-growing Twitch platform.
The Colibri Collective pushed the boundaries with diverse tactics in digital, traditional media, terrestrial radio, broadcast television, Connected TV/OTT, Out-Of-Home, newspaper, and direct mail. We hyper-targeted audiences with relevant cultural messaging to reach niche voter segments. Typically ignored in political marketing, it includes creating high-performing videos and placement in platforms like Twitch to reach the gaming community. LUCHA received national recognition as an integral part of successfully mobilizing voters in Arizona during the 2020 election cycle.
LUCHA and The Colibri Collective received the nationally recognized Special Award for Direct Mail for Early Voting/Absentee Ballot/Vote-by-Mail from the United States Postal Service (USPS) and the American Association of Political Consultants (AAPC) for the #LUCHABlue Mailer Campaign.
LUCHA and The Colibri Collective also took home 2 National Silver Pollie Awards, a Regional Silver Pollie Award, and are finalists for 6 Reed Awards.
LUCHA’s 2020 Mailer Wins National Recognition from USPS
The "Win The Battle" video was created with a gamer theme and launched on Twitch to get young voters to get out to vote. The campaign exceeded Twitch benchmarks receiving 86% VCR vs 80% and 2.62% CTR vs 0.30%.
The video also received high engagement rates on Snapchat, Facebook and Youtube.
16 RADIO STATION S PURCHASED +
8 RADIO SPOTS PRODUCED
58 BILLBOARDS PURCHASED +
Alex Gomez, Co-Executive Director
We are committed to supporting local Women of Color (WOC) led small businesses. With The Colibri Collective, we celebrate the talent and treasure what our community provides. LUCHA’s partnership with The Colibri Collective has been transformative and the recognition is well-deserved. The Colibri Collective messages to our communities in culturally nuanced approaches that capture the depth of our rich experiences. We’re proud of the strong partnership we’ve built together and the change we’ve been able to make in local Arizona communities.”
Tomas Robles, Co-Executive Director
“At LUCHA, we build with those who are directly impacted by the issues. Being able to work with The Colibri Collective team in the #LUCHABlue campaign was very significant because they were able to take our members' ideas and make it into a culturally relevant work of art to inform voters.” Said LUCHA Co-Executive Director of LUCHA Tomas Robles. “We are always excited to work and support a local team that understands and is allied with our organizational values. Working together, we were able to flip Arizona blue.”