AUTOCORRECT GETS A MULTICULTURAL MAKEOVER BECAUSE NOT EVERYONE TEXTS IN DUCKING ENGLISH
PROBLEM:
South Africa is no longer a British colony, but our phones are still colonised.
Autocorrect still only recognises one of our 11 official languages. You guessed it… English.
Although there have been attempts to teach Spellcheck to spell our names, no-one’s tried to teach our mobile devices, used for our most intimate communication, to speak our South African languages. And it’s killing our indigenous languages.
SOLUTION:
Savanna Cider, South Africa’s most-loved cider, got ducking tired of this and set out to liberate people’s phones through a simple hack.
Phones don’t autocorrect anything saved in your contacts. So we created contact files for each of South Africa’s other 10 official languages. Each contact file was populated with the 500 of the most-used words in each language. We then made the files available for users to download and save. When saved, autocorrect ‘recognises’ the words and doesn’t try to change them. The lowly contact file was turned into an instrument of emancipation.
HOW IT WORKS:
1. Visit the mobisite https://savannacider.com/decolonise
2. Choose your preferred language(s)
3. Save the custom .vcf file to your contacts
4. Your texts have been liberated
RESULTS:
11 500 000 MEDIA IMPRESSIONS
10.7%FACEBOOK ENGAGEMENT RATE (77 X INDUSTRY AVG)
4.1%TWITTER ENGAGEMENT RATE (50 X INDUSTRYAVG)
700+ DOWNLOADS PER DAY
$20KDIGITAL MEDIA SPEND
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