AS FAR as election strategies go, 2013 will rate as absolutely unique.
Perhaps things such as social media and wall-to-wall polling have changed electioneering forever.
Tonight Prime Minister Kevin Rudd officially launches his campaign. Curious considering there are only six days remaining.
There has never been such a presidential-style campaign, but that was always going to be the case following Mr Rudd's political resurrection and the resulting mass exodus of talent from cabinet.
Last Sunday, it was Tony Abbott's turn to launch the Liberal campaign in a performance where his daughters, Bridget and Frances, were the biggest stars.
Labor goes into the last week with a prime minister with absolutely nothing to lose.
Labor has been consistently behind in the polls and even the Rudd honeymoon spike has returned to domestic boredom.
Mr Rudd and Labor need an absolute knockout blow from here.
In Tasmania, a series of polls has Liberals Andrew Nikolic (Bass) and Brett Whiteley (Braddon) in winning positions. The big surprise is that Lyons voters seems to have given up on Dick Adams, who is poised to turn a 12.3 per cent margin into a defeat at the hands of Liberal Eric Hutchinson.
Curiously, Mr Rudd and Mr Abbott have both shown scant interest in Lyons perhaps because of Mr Adams' margin.
Franklin should be held by Labor minister Julie Collins with Green preferences and outspoken independent Andrew Wilkie will get there more easily than 2010 after the preference cut-up.
The next few days will see an extraordinary media blitz.
Electronic advertising is banned after Wednesday night so buy some movies for the next few days.
Newspaper and online advertising is allowed right up to polling day so that will be part of the end-game strategy.
Labor is on target to make one million phone calls to voters during the five- week campaign - 10 times the amount made in 2010.
This has largely been driven by so many last-minute candidates who simply cannot knock on enough doors.
It will also be interesting to see if Tasmania gets a visit from the leaders in the final week.
Labor is on track to lose 9-10 seats in NSW and Queensland with both Mr Rudd and Treasurer Chris Bowen fighting for their own survival.
With Labor looking like Bass, Braddon and Lyons are lost, plus Lin Thorp's Senate seat, Mr Rudd may have self- preservation on the top of his ticket.
One of the most recent assessments of the figures nationally has Mr Abbott winning with a margin of 20 seats.
The remaining question will be the shrinking votes of the Greens, which have withered under Christine Milne.
The Greens vote has collapsed in Tasmania and is down about 25 per cent nationally.
Time will tell whether they continue to hold a disproportionate balance of power in Australian politics after crippling Julia Gillard's credibility and undermining voters' trust in Labor.