Mining magnate Clive Palmer’s $100 million political advertising budget hasn’t resulted in any significant political wins – money talks, but it doesn’t always win.
Arguably there was no one busier than Palmer during this federal election campaign. The man was everywhere; he was on billboards, his party was sending text messages, and he even had an hour-long advertisement on Channel 10.
Who can forget when Palmer spent millions on infamous YouTube ads? Only for them to be removed for violating advertising policies – ouch!
But, interestingly, the giant spend didn’t result in seats. The Guardian has reported that while Palmer’s party, The United Australian Party, spent $100 million on advertising, it didn’t translate with voters.
In fact, its primary vote failed to reach 5% across the country. In comparison, The One Nation Party managed to have more cut through with 6% and assumedly less spend.
So, while Palmer was doing a lot of talking: no one was actually listening.
Politics aside, it’s an interesting lesson in advertising. A big-budget can only do so much if the content isn’t engaging people.
At this election, Palmer threw everything, including the kitchen sink and his chequebook, but it didn’t resonate.
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