DRY JULY Case study Drytunes [video] by Clemenger BBDO Sydney

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Drytunes [video]

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Industry Against alcohol
Media Case study
Market Australia
Agency Clemenger BBDO Sydney
Released June 2016

Awards

Spikes ASIA 2016
Radio Use of Radio & Audio: Use of Branded Content / Programming Silver Spike
Media Use of Media: Use of Audio Platforms Bronze Spike
Radio Use of Radio & Audio: Use of Radio & Audio as a Medium Bronze Spike

Credits & Description

Client: Dry July
Product: Not Drinking During July
Entrant: Clemenger Bbdo Sydney, Australia
Idea: Clemenger Bbdo Sydney, Australia
Editor: Jun 29 2016 12:00am
Executive Creative Director: Paul Nagy (Clemenger BBDO)
Planner - Social Specialist: Toby Clark (Clemenger BBDO)
Creative Director: Ben Clare (Clemenger BBDO)
Creative Director: Brendan Willenberg (Clemenger BBDO)
Senior Account Director: Holly Whiteley (Clemenger BBDO)
Account Executive: Celia Mortlock (Clemenger BBDO)
Copywriter: Emil Cholich (Clemenger BBDO)
Art Director: Shaun Thomson (Clemenger BBDO)
Describe the campaign/entry:
Popular culture and music are soaked in alcohol references. One study found that of 720 songs in the Billboard charts, 23% included an alcohol mention, and 6.4% included an alcohol brand mention.
With young Australians listening to music for up to 2.5hrs each day, the prevalence of alcohol-related lyrics is deepening Australia’s already entrenched culture of heavy drinking.
So we used the forces working against us as our allies.
We teamed up with Australia’s largest radio network, Austereo, and took all of the alcohol references out of their broadcasts for July.
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 are 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.
This was supported by promotional pushes across Austereo’s Hit And Triple M networks and their 9 stations throughout July. These included weekend sponsorships, on-air discussions, social media posts, and a number of Austereo hosts taking part in Dry July.
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
To promote Dry July, a small charity that asks people to give up alcohol for a month to raise money for cancer we turned to a media that is often used to perpetuate pro-alcohol messaging, and flipped that perception on its head.
The DryTunes work subverted the expectation of alcohol on radio media, integrating with programming, rather than trying to stand out in the crowded radio advertising space.
Insights, Strategy and the Idea:
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.