CENSORDYNE by Fnuky for GETUP

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CENSORDYNE

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Australia
Agency Fnuky
Creative Director David Campbell
Released July 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: GETUP
Product/Service: ANTI-INTERNET CENSORSHIP GROUP
Agency: Fnuky
Date of First Appearance: Jul 9 2009 12:00AM
Entrant Company: Fnuky, Adelaide, AUSTRALIA
Entry URL: www.censordyne.com.au/casestudy
Creative Director: David Campbell (FNUKY)
Account Director: Jeremy Ervine (FNUKY)
Creative Producer: Erica Brien (FNUKY)
Media placement: Ambient installation - Southbank Promenade - 15 March 2010

Describe the brief/objective of the direct campaign.
In mid 2009 the Australian Federal Government began testing a technology designed to restrict access to a secret list of websites. The plan, if implemented, would make Australia the only western democracy with mandatory internet censorship. Political activism group GetUp! was against the idea of internet censorship and needed to raise awareness with the general public. But, the double whammy of technology and politics meant the average Australian didn’t know that internet censorship was about to come into place. We needed to find a way of letting Australians know that internet censorship was coming.

Explain why the creative execution was relevant to the product or service.
With the Government quiet on it’s plans to ‘fight moral decay’, we thought we would sell it for them. We created Censordyne, a spoof brand that allowed us to turn the issue of internet filtering into something that everyday people would understand. Treating the issue as a product, rather than a political debate, allowed us to highlight key issues that might occur if the internet filter made it through parliament. With our small budget of AUD $15,000 we had big objectives: Reach 1 million Australians without a traditional media budget. Get 100,000 names on our petition and recoup the cost of the campaign in donations.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Censordyne made the Government’s plan to ‘fight moral decay’ an interesting and understandable issue for the people that would be affected by it’s implementation: the average Australian. The campaign was rolled out through a mock product launch online, beginning with a single Twitter post from a popular impersonator of a Government minister. The post directed his followers to a spoof website that sold the Government’s plan as a clear joke. Instead of sending out a press release the strategy allowed his 3,500 followers, including many journalists, to discover the campaign organically. Once we caught people’s attention and alerted them to the issue, encouraging them to sign a petition was important so the Government could see how many people thought that internet censorship in Australia was a ridiculous idea.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Within 24 hours of launching the campaign we had broken our original objectives. By the end of launch week an estimated 1.2 million Australians were reached. We had 190,000 hits on the website, 102,000 names on our petition and raised over $46,000 in donations. The 'launch' of Censordyne was covered in major news outlets around the nation. Aside from our original objectives we also had incredible success online with, 31,200 Google results mentioning Censordyne, and 'Censordyne' becoming the third most discussed brand on Twitter.. Not bad for a brand that didn't really exist.