Title | DUCKING AUTOCORRECT |
Brand | DRY JULY |
Product / Service | FUNDRAISING |
Category | D04. Social Behaviour & Cultural Insight |
Entrant | CLEMENGER BBDO SYDNEY, AUSTRALIA |
Idea Creation | CLEMENGER BBDO SYDNEY, AUSTRALIA |
Name | Company | Position |
---|---|---|
Ben Coulson | Clemenger BBDO | Chief Creative Officer |
Ben Clare | ClemengerBBDO | Creative Director |
celia Mortlock | ClemengerBBDO | Copywriter |
Mick Pollard | ClemengerBBDO | Art Director |
Robbie Balatincz | Clemenger BBDO Sydney | Sound Engineer |
Bec Lawson | ClemengerBBDO | Producer |
Holly Whiteley | ClemengerBBDO | Account Manager |
After a few to many alcoholic beverages our phone’s autocorrect text system often proves very difficult to navigate and sometimes we end up sending text messages that make little to no sense. We used this problem as our main insight for the campaign.
The combination of drunk messaging and autocorrect is one that most young people can relate to, and this was the perfect insight to get more signups to a charity that is all about not drinking for a month. We wrote or scripts with this cultural insight in mind, so they don’t necessarily make sense on paper but they are talking to a younger audience in a language they all understand and relate to.
Sometimes your phone’s autocorrect is a little piece of shirt. Once you have a few glasses of wind, your coordination goes out the store. And then you are really ducked. Like when you’re trying to dent a text massage to your girlfriend and you say, “Sweaty dreams curry pie.” Like, ducking seriously? Duck! Duck! Duck! Why the duck, does it always duck up? But if you go alcohol free for Dry July you will be okey donkey. Search Dry July and sign up today.
The combination of drunk messaging and autocorrect is one that most young people can relate to, and this was the perfect insight to get more signups to a charity that is all about not drinking for a month. We wrote or scripts with this cultural insight in mind, so they don’t necessarily make sense on paper but they are talking to a younger audience in a language they all understand and relate to.