©2015 INSEAD Case Study
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The case describes how Justin Trudeau came from a seeminly hopeless third place (in the party rankings) to win a stunning majority and become Canada's 23rd prime minister. Trudeau's win is analsed through a Blue Ocean lens, showing how his campaign broke with the traditional rules of engagement by reaching out to non-voters, and increasing willingness-to-vote while lowering the cost-of-voter acquisition.