Who you calling a fucking idiot?

vlad —  September 5, 2013 — 5 Comments

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[Update @ 12/9/13]
Please note: this article was published prior to knowledge that the site in discussion was done without the backing of the LNP see here for full details. Thanks to fool in the comments for pointing out the mistake. As such please take the rest of this post as a look at a well put together personal project that went viral rather than a professionally deployed attack from the LNP.
[end update]

Ever since news news came out that Kevin Rudd had hired digital gun Matthew McGregor as his attack dog against Tony Abbot I’ve wondered when Rudd would release the hounds. It seems that the time is a week before the election.

Digital rapid response

McGregor became famous in his attacks against Romney. He completely discredited Romney during his trip to the UK and his videos showing 100 days after the Romney Administration (example above) were widely shared online.

Bye bye Abbott

labor_party_2013_social_campaign-2

Four days before the election I first saw a site (above) being shared in my Facebook feed. I completely believe this is the work of Rudd’s digital hitman and thought I’d take this time to breakdown why I believe this will be incredibly effective at convincing people to vote for Rudd.

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Swearing we Aussies like to swear… a lot. It catches our attention and is like a cool exclamation point to us. Spot on for putting everything in our fucking language.

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Unbiased “CREATED BY A HUMAN BEING WHO DOESN’T BELONG TO ANY POLITICAL PARTY BUT DOES GIVE A SHIT”. It’s a simple line but it’s disarming and I’d dare say the majority of people that visit this site believe it.

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Attack point 1: National Broadband Network guess what people on the internet care about… THE INTERNET! The first attack point is that Abbott’s NBN program is inferior to Rudd’s.

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Attack point 2: Gay marriage the next attack point is gay marriage. This is an issue that has been highly visible in the last few months online with moments such as the rainbow code gaining a lot of momentum and visibility.

3&4: climate change & economy the next two attack points are on climate change and the economy. Again the arguments are simple and to the point, “Do you want to look back in 20 years time and remember that you voted for the guy that was against saving the planet?”

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Final attack: be Australian the final piece of copy is simple excellent and appeals to people’s sense of nationalism, “we’re a nation of underdogs”.

Learnings

For me this is an excellent example of sharable content. The main lessons I’m taking out of this:

  • Know you’re target audience. This was perfectly positioned at the digital native and I’d bet the attack points in this post align with the issues this audience cares about coming into the booths
  • Keep it simple. Bite-sized content that people can scan through, agree with and share easily works the best
  • Be funny. The cornerstone to sharable content is that it makes people smile

Overall I think this is a great piece of work from the Rudd administration and possibly the first time someone going for Prime Minister of Australia openly has called constituents that don’t vote for them, “a fucking idiot”.

5 responses to Who you calling a fucking idiot?

  1. 

    What evidence leads you to conclude that this was made by Rudd’s administration?

    • 

      There is no direct evidence. However the site was put together with a high degree of quality (design, copy & development), had all the hallmarks of a meme artist and had excellent pick up in social channels.

      Given the reasons above coupled with the fact that Rudd had hired a professional meme artist I’ve postulated in this article that this site has come from Rudd’s administration.

  2. 

    But Krudd would not stoop to manufacturing social media nonsense for the naïve would he?

  3. 

    You may want to post a retraction/apology.

    http://dontbeafuckingidiot.com/MediaStatement.pdf

    Shamelessly fingering the former PM’s office for this is wildly unprofessional and reflects very poorly on you.

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