VB’s new Droga5 created Facebook app gives mates a tool to intervene superficial behaviour
Droga5, Sydney has created an innovative new Facebook application for VB designed to help people call out friends for their superficial behaviour online.
The new app allows people to stage an intervention on friends guilty of common superficial behaviours exhibited through their Facebook profile photo. Using the ‘VB Profile Intervention’ app users can tag their friends superficial Facebook photos, poking a bit of friendly fun at them by tagging offending images with descriptions such as the ‘Mirror Jockey’, the ‘Jetsetter’, the ‘Gratuitous Gaze’ and the ‘Trout Pout’.
If you accept a ‘VB Profile Intervention’ from a friend your Facebook profile becomes a stage for VB’s acclaimed ‘Psychoventionist’, Steven W. Proust, to micro-analyse any superficial Facebook behaviour. Proust first gives you a virtual VB to enjoy and then analyses the superficiality of your profile page.
The Facebook app provides a counterpoint to behaviour uncovered in a recent study conducted by Ipsos Marketing and commissioned by VB, which found that Australians are increasingly superficial.
The research revealed that one in ten (11%) Aussies photo-shopped an image of themselves before using it as a profile picture on Facebook and 33% of Aussie girls have searched through hundreds of photos to find the perfect Facebook picture. The app provides a counterpoint to these behaviours and encourages people to show their genuine self online.
“Our research shows that superficiality is rife online. This is what we are bringing to life,” said Paul Donaldson, group marketing manager for VB and Crown. “The ‘Real’ campaign is about mates doing their duty and calling out their mates when they go too far to bring an end to superficial behaviour.
“The ‘VB Profile Intervention’ app is something completely new for VB. We are providing people with a light-hearted tool to take matters into their own hands, have a bit of fun and bring their mates back to reality.”
Since the app’s launch, over 4,200 mates have been saved by a ‘VB Profile Intervention’ thus far. The following table outlines the top five superficial behaviours that are being identified in order of popularity:
The Mirror Jockey – Is your mate spending far too much time in front of the mirror?
The Gratuitous Gaze – Is your mate staring off into the distance in search of an answer that’s not really there?
The Jetsetter – Is your mate posing in an exotic location to try and make you jealous of their life?
The Flesh Flash – Is your mate using this as an opportunity to show off their immaculately sculpted chassis? Is your mate leaving very little to the imagination?
The Trout Pout – Is your mate sucking in their cheeks and puckering up like a fish?
Agency: Droga5, Sydney
Creative Chairman: David Nobay
Executive Creative Director: Duncan Marshall
Creative Directors: Cam Blackley & Matty Burton
Creatives: Andy Fergusson, Chris Berents, Guybrush Taylor
Digital Producer: Sora Nobari
Head of Digital: Brett Mitchell
Business Director: Jamie Clift
Account Director: Esther Knox
Account Manager: Lucy McBurney
Planning Director: Sudeep Gohil
Senior Planner: Chris D’Sylva
Developer: Resn
Client: Carlton & United Breweries
Marketing Director: Peter Sinclair
Group Marketing Manager: Paul Donaldson
Senior Brand Manager: Craig MacLean
Assistant Brand Manager: Ashley Barton
6 Comments
Fapp fapp fapp fapp fapp…
The Zoolander, perhaps?
is this campaign still going?
Pretty quiet year for D5
Someone sent this to me on FB and I made the big mistake of clicking on it.
It’s really slow and dull.
We all take the piss with out friends anyway, why go through some lame arse marketing extension to do what one does anyway. It’s a mentally retarded idea.
It’d be better if you could call out their superficial behaviour behind their backs.