We knew we needed a creative vehicle that would cut through and be shared. Something fun with a serious message. While Bad Lip Reading isn't new, no-one had done it for the Rugby World Cup and it was completely relevant due to the RWC not being captioned here in New Zealand, unlike many other countries.
On a budget of exactly $0, we launched the campaign on Friday 9th October 2015 and several hours later it was featured, in full, on the Crowd Goes Wild. With no marketing or PR investment, the message spread and within 12 hours had front page presence on NZHerald.co.nz, Stuff.co.nz and TVNZ.co.nz.
By Sunday, Louise Carroll, CEO of the NFD was interviewed on Mark Sainsbury's Sunday show on Radio Live. On Monday she was interviewed by The Breeze radio show. By Tuesday it had gone international, appearing on Fox News, The Bleacher Report and thepoke.co.uk. By Wednesday it was the most watched video on NZHerald.co.nz and on Thursday it was the lead sports video on the Irish Independent newspaper's website in the morning and by midday was featured in the Sydney Morning Herald and as 'the video that has gone viral'.
By Friday it had made news in the Daily Mail and The Telegraph.
More importantly, it has started a conversation worldwide about the unfairness about not having captioning legislated in NZ. People from all over the world have chipped in and signed the online petition at Change.Org
This is a campaign that shows you don't need a big budget, or indeed any budget, to create hundreds of thousands of dollars worth of marketing exposure. Instead you can engage people and tell a story in a way that makes an immediate difference in society.
Below is a snippet of the attention we received for our cause.