Earlier this year Dumb Ways To Die, a clever campaign by McCann Melbourne for the local road safety organisation, swept the board at Cannes, becoming the most awarded ever campaign. Whilst I think it’s a great piece of work (and don’t want to put it down in any way), I’m not sure it’s that good.
As in better than any piece of marketing of the last 60 years.
That would probably be something like this*, not a 21st Century update of the original Charley Says.
Anyway, when I saw this following piece of work it got me thinking about Dumb Ways To Die as I think that this is potentially better (though that will depend on the results) and could be a big winner at Cannes next year. I certainly think it’s a more impressive piece of work in terms of the actual ‘creative’. It also happens to be by the same people.
Essentially, in order to promote the new copy of a hard-copy dictionary (a pretty thankless task I think you’d agree), they came up with the idea of creating a new word and getting it adopted, thereby highlighting the need for organisations that monitor, catalogue and explain the evolution of language. Organisations like dictionary publishers, such as the client, Macquarie Dictionaries.
Whilst they will have to wait for the sales figures to come in to judge the true success, I think that getting 218,000 search results around a word that didn’t exist before the campaign started is pretty impressive. There are also over 1,400 results which mention phubbing and the client, though it’s hard to tell how many of those will have any real reach. I guess the ultimate sign of success would be if a competitor dictionary ended up listing phubbing too. It would certainly be an improvement from twerking.
Anyway, it’s a lovely piece of work and, again, highlights how there’s no such thing as good digital marketing, just good marketing. It’s also as much of an excuse as I need to post a Run DMC track.