Around the 2019 primary elections, the atmosphere and discourse in the Likud were loaded with stress and intrigues. The main challenge in this campaign was to make former minister Erdan stand out amongst candidates and position him as the sensible voice on the party’s list, without antagonizing the other candidates or creating pockets of resistance.

The primary elections method is not “with me or against me”, but rather voting for multiple candidates. We used the voting mechanism to net the campaign.

Solution

“Gilad Erdan’s kudos campaign”. For the first time in the history of primary elections, Erdan’s campaign focused on complimenting Likud MKs on their accomplishments while highlighting his own achievements. This strategy positioned Erdan as the sensible voice of the party, who pays attention to bolster the Likud, or, as expertly stated on Reshet’s morning show, “Erdan takes Netanyahu’s role as the person in charge in these primary elections.”

Moreover, we interlaced Erdan’s “tough” image with political puns and captivating situations, which created continuous media exposure throughout the primary elections and extraordinary online engagement.

Eventually, Erdan was ranked 3rd on the Likud’s candidate list.