The Brief

We were asked by Australia’s national dictionary, The Macquarie, to remind people of the relevancy of the dictionary in an age when such things are getting left behind. Specifically, they wanted social media engagement in the lead-up to the launch of their upcoming new edition.

Describe how the promotion developed from concept to implementation

We invented a new word, Phubbing, to describe the previously unnamed act of ignoring the person in front of you, in favour of your smartphone. We introduced the word to the world via the Stop Phubbing movement we created, which lived on social media sites and a dedicated website. The Stop Phubbing message was also propagated through branded merchandise and in-store/in-café posters. And then with global discussions of the new word as well as the Stop Phubbing movement at its peak, we tied the whole thing back to the Macquarie Dictionary with the launch of the short film for cinema and the web entitled: A Word is Born. We demonstrated the difference a single new word can make.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign received global coverage and critically, 3.6 million Australians could link the word to its definition. In some instances, 10-minute films were made. Someone even wrote a book about Phubbing and other new words. Additionally, the campaign: • Was discussed in 180 countries via social media and covered by 750+ news outlets in 50 countries • Earned 435 million PR impressions • Attracted over 27,000 Facebook fans • Was covered by news outlets such as the USA’s ABC network, Time magazine, the BBC, China Daily, Grazia, and every major Australian outlet. The editor of the dictionary even spent 10 minutes on breakfast television.

Explain why the method of promotion was most relevant to the product or service

The entire campaign was a microcosm of the way language is created, spread and ultimately chronicled. Phubbing became, not a fake ‘forced’ marketing word, but a genuine part of modern language. And as such, ‘Phubbing: A Word is Born’ was a living, breathing demonstration of the power, beauty and importance of words. Dictionaries appeal to people who love language, and this campaign was tailor-made to appeal directly to these people.