DRYTUNES

TitleDRYTUNES
BrandDRY JULY
Product / ServiceNOT DRINKING DURING JULY
CategoryB08. Use of Broadcast
EntrantCLEMENGER BBDO SYDNEY, AUSTRALIA
Idea Creation CLEMENGER BBDO SYDNEY, AUSTRALIA

Credits

Name Company Position
Paul Nagy Clemenger BBDO Executive Creative Director
Toby Clark Clemenger BBDO Planner - Social Specialist
Ben Clare Clemenger BBDO Creative Director
Brendan Willenberg Clemenger BBDO Creative Director
Holly Whiteley Clemenger BBDO Senior Account Director
Celia Mortlock Clemenger BBDO Account Executive
Emil Cholich Clemenger BBDO Copywriter
Shaun Thomson Clemenger BBDO Art Director

The Campaign

We showed Australians just how prevalent alcohol is in their music and in their culture by removing it. We teamed up with Austereo, Australia’s largest radio network. 5.5 million people tune in to Austereo for their music. Then we made their nine most popular stations go dry for July, censoring alcohol brand names and references from their broadcast music.

Creative Execution

The execution of the core idea was simple. On the 1st of July Triple M’s stations ‘went dry’ across Australian capital cities. A sound effect was used to replace alcohol references (and there were plenty) in song lyrics. For example, it was played over words like ‘drink’ and ‘liquor’ and brands like ‘Ciroc’ and ‘Patron’, when they came up in songs. During the month-long activation period, we implemented a number of promotional pushes across Hit And Triple M’s nine participating stations. These included weekend sponsorships, on-air discussions, social media posts and videos, and a number of Austereo hosts taking part in Dry July.

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

24% Increase in donations raised per active participant Total donations of $3.6 million Reached 4.9 million Australians with $0 media spend 16,760 sign-ups

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

DryTunes was a radio activation that ran from late June to early July. The content at the heart of the activation featured removing alcoholic lyrics from broadcast music. This was supported by on-air discussions, social media posts and live read promos.

With a deeply entrenched culture of heavy alcohol consumption, Australians tend to tune out messages suggesting they take a break. So instead of competing with popular music’s influence on culture, we used it to our advantage. We integrated with the content our target demographic was seeking out. Dry July has a broad audience. While we were mainly focusing on 18 - 25’s, our partnership with Austereo allowed us to target a number of different, but equally important older demographics. We could speak to each segment individually with the music they love, whether that’s 80’s rock, or modern hits, based on the station they were listening to.