How Do You Sell a Print Dictionary in 2013?

McCann's Secret Campaign Spread a Word Around the World

Published on

Editor's Pick
What does it take to sell a new edition of a national dictionary? In Australia, one publisher is hoping a year-long guerilla marketing campaign and the birth of a word will be enough. Over the past year, McCann Melbourne has quietly been seeding a new word across the world-"phubbing." It's a term coined by a group of lexicographers, poets and authors during a consortium convened by the agency at the University of Sydney last May to describe the phenomenon of ignoring people in front of you in favor of paying attention to your phone. After they came up with the word, McCann got to work, creating a website, StopPhubbing.com, a Facebook page, and devising a PR strategy. Read more about it in behind the work.
Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Oct 07, 2013
Agency:
McCann Melbourne
Client:
Macquarie Dictionary
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age