Pakistan Brands Offer Election Day Incentives To Drive Voter Turnout In 2018

Introduction

During Pakistan's General Elections on July 25, 2018, brands across the country implemented innovative marketing strategies by offering attractive discounts and freebies to encourage citizens to participate in the electoral process. This approach represented a convergence of commercial interests with civic engagement, as businesses leveraged the significance of national elections to increase foot traffic while simultaneously promoting social responsibility. The phenomenon demonstrated how major topical events can be capitalized upon by brands to engage with consumers, drive conversations, and boost sales in today's social media-driven marketplace.

Brands Offering Election Day Incentives

Several Pakistani restaurants and food brands participated in the election day promotional activities, offering incentives to citizens who went out to vote. According to reports, brands including Kebabistan, Dialogue, Burger Lab, Burger in Law, and The Delhi provided special offers and freebies specifically tied to election day participation. These businesses recognized an opportunity to align themselves with a national event while potentially increasing customer traffic during what might otherwise be a regular day.

The strategy appeared particularly effective as it created a mutually beneficial scenario: citizens received value for performing their civic duty, while brands enhanced their public image and generated business. This approach allowed companies to demonstrate social responsibility while meeting their marketing objectives of driving sales and fostering community engagement.

The specific nature of the freebies and discounts offered by these brands was not detailed in the source material, making it challenging to determine the exact value or type of incentives provided. However, the fact that multiple establishments across different food service sectors participated suggests a coordinated or at least widespread marketing trend around the election period.

Marketing Strategy Behind Election Day Promotions

The election day promotions implemented by Pakistani brands exemplify a sophisticated marketing approach that combines social messaging with commercial objectives. By linking their offers to voting, these brands positioned themselves as entities that valued civic participation and national development. This strategy proved particularly effective in the contemporary social media landscape, where brand messaging can rapidly reach wide audiences and generate organic engagement.

The source material indicates that this type of marketing strategy works exceptionally well in today's social media environment. Brands participating in such initiatives benefit from multiple advantages: they enhance their public image by appearing socially responsible, they increase sales by attracting customers with special offers, and they generate online conversations as people share their participation and the incentives they received.

The approach also reflects an understanding of consumer psychology by connecting brand experiences with positive civic actions. When consumers receive a reward for performing a socially beneficial activity like voting, they develop more favorable associations with the brand, potentially leading to increased loyalty and repeat business beyond the election period.

Voter Turnout and Election Observations

The 2018 General Elections in Pakistan saw a voter turnout of 55.8%, according to reports from the Election Commission of Pakistan. This turnout figure was noted by the Free and Fair Election Network (FAFEN), which observed that the election was better managed than the previous election in 2013. FAFEN, a non-profit NGO committed to "Fair Elections, Open Parliament and Good Governance in Pakistan," played a significant role in monitoring the electoral process.

One of the notable improvements in the 2018 election was the legal provision that protected the rights of domestic and international observers to have access to polling stations, vote counting, and consolidation of election results. This represented a significant advancement, as FAFEN had advocated for such protections since the 2008 General Elections. The electoral reforms enacted in 2017 contributed to a more responsive Election Commission of Pakistan, which efficiently processed the accreditation of FAFEN observers.

FAFEN's observers identified and reported irregularities in 80 neighborhoods across Khyber Pakhtunkhwa, Balochistan, Punjab, and Sindh where women were being barred from participating in the election process and voting. This timely reporting prompted the Election Commission of Pakistan to take immediate action in these areas to ensure women were allowed to vote. As a result, the 2018 election marked a small step forward, with no incidents of 0% turnout at female polling stations, unlike in 2013 when there were 595 polling stations and 564 in 2008 where no women turned out to vote.

Despite these improvements, FAFEN also reported various irregularities in the election process. Notably, 95% of Forms-45 were not signed by polling agents, and more ballots were excluded from the count in 2018 than were rejected in the 2013 elections. These observations highlight the complex nature of electoral processes even when improvements are made.

Role of Social Media in Encouraging Voting

Social media played a crucial role in both the election day promotions and the broader campaign encouraging voter participation. The source material indicates that a day before the election, sports figures used social media platforms to urge citizens to vote. Sarfraz Ahmed, the captain of the Pakistan cricket team, sent a video message to the nation appealing to people to think before voting. Former cricket captains Shahid Khan Afridi and Muhammad Hafeez also shared their views on social media, emphasizing that voting is a national duty of every citizen and essential for shaping the country's future.

Additionally, a peppy song titled 'Niklo Pakistan Ki Khatir' (Let's Go for Pakistan's Sake) was created to encourage people to come out and vote in the crucial elections. This musical initiative, shared on social media, represented another creative approach to boosting voter turnout by leveraging popular culture and entertainment.

The use of high-profile personalities like cricket captains demonstrates an understanding of cultural influence in Pakistan, where sports figures hold significant sway in public opinion. By associating with the electoral process, these celebrities helped normalize and encourage voting among their followers.

Election Reforms and Observations

The 2018 General Elections in Pakistan were marked by several significant reforms and observations that distinguished them from previous elections. The legal protection of observer access represented a fundamental improvement in electoral transparency. FAFEN, having advocated for such protections since 2008, noted that the 2017 electoral reforms translated into a more responsive Election Commission of Pakistan.

FAFEN's comprehensive monitoring efforts included launching what they described as Pakistan's "most comprehensive election portal" in March 2018. This portal provided citizens, media, civil society, and other stakeholders with access to information about elected representatives, including profiles and performance details of 104 Senators, 342 Members of National Assembly (MNAs), and 728 Members of four Provincial Assemblies (MPAs). The portal also included nomination papers and Statements of Assets and Liabilities submitted to the Election Commission of Pakistan.

Despite these improvements, FAFEN's observations revealed ongoing challenges in the electoral process. The network's audit found that 95% of Forms-45 were not signed by polling agents, raising questions about the proper documentation of electoral procedures. Additionally, the analysis showed that more ballots were excluded from the count in 2018 than were rejected in the 2013 elections, suggesting potential issues with ballot handling or counting processes.

In terms of the elected representatives, FAFEN reported that 24 newly-elected MNAs were matriculate, highlighting the educational background of the newly elected officials. This information, made available through FAFEN's observation efforts, contributed to greater transparency in the political landscape.

Conclusion

The 2018 General Elections in Pakistan showcased an interesting intersection of commercial marketing and civic engagement, with brands offering incentives to encourage voter participation. While the specific details of the election day freebies and discounts were not comprehensively documented in the source material, it is clear that multiple food service establishments participated in this trend. These brands successfully leveraged the significance of national elections to enhance their public image while driving sales, demonstrating how businesses can align commercial objectives with social messaging.

The electoral process itself saw notable improvements compared to previous elections, particularly in terms of observer access and the protection of women's voting rights. FAFEN's comprehensive monitoring efforts contributed to greater transparency and accountability in the electoral process, although irregularities were still reported.

The use of social media by both brands and influential figures like cricket captains played a significant role in encouraging voter participation and disseminating information about the electoral process. This multi-channel approach to civic engagement highlights the evolving strategies used to promote democratic participation in the digital age.

Sources

1. Pakistan Elections 2018: Brands Lure Consumers With Attractive Discounts, Freebies Urging Them to Go Out and Vote
2. Free and Fair Election Network
3. The 2018 Election Observed: In Paktika - Pre-Election Fraud and Relatively Peaceful Polling