This was the first USA-style election in Australia’s history. 

Mass media played as large a role as ever. (Ever since JFK spent the afternoon before his debate against Nixon on the roof of The Drake Hotel in Chicago perfecting his tan the importance of television hasn’t diminished.)

YouTube became a campaign tool, with 60+ year old PM Howard launching policy on-line to a new generation of voters.  But beware - don’t play in the social media arena if you’re still on “P” plates. The TV commercial style ads didn’t play well, whereas satire still gets a great response.

And on the night election results were called, Deputy Prime Minister-elect Julia Gillard talked about the importance of messaging. The losing Liberal Party went into the election with the pitch, “Go for Growth.” Weeks in they felt it was best to undermine the Labor Party’s economic credentials - and talked of “Storm Clouds Ahead - Who Do You Trust with the Economy?”  Throughout the winning Labor Party stayed on message, “New Leadership - Fresh Thinking.” 

This ability to remain on message - and deliver it consistently without rancour or emotion - made a difference. 

And I know I’m being pedantic - but we do need to teach Mr Rudd new hand gestures! The paired hands chopping and moving in unison became….annoying!