Tim Tam Orchard

Challenge

The relationship between chocolate biscuit brand Tim Tam and consumers was changing. It was continually on special at retailers, the buy-one-get-one-free variety. Its ‘magic’ relegated to 30 second TV spots. That special place that Tim Tam held with consumers needed to be rekindled.Tim Tam was becoming what it always was, just a biscuit. It faced the challenge of increasing engagement and sales and wanted a campaign designed as a celebration of the love and happiness that Tim Tams created amongst Australians. The brand wished to achieve this through social media to grow sales by 23%.

Insight

Tim Tam realised it needed to convey to people that it was not just a product. Tim Tam was a feeling. It needed to rekindle the truly, madly feeling of Tim Tam by getting it out of supermarkets and into consumer lives.

Solution

In response to Tim Tam’s Facebook post, a fan ‘wished’ that Tim Tam grew on trees. There was a seed of an idea in this and the brand came up with Tim Tam Orchard. It built this orchard in the biggest square in Sydney - Martin Place with thousands of Tim Tam’s just waiting to be picked in an embodiment of the truly, madly Tim Tam feeling. It released a series of posts on Facebook detailing a mysterious event to be held at Martin Place on 2nd May 2012.

The brand also wanted the Tim Tam Facebook community to share the experience with their friends. So it asked them if they would like to be in the new Tim Tam ad. The brand had an idea to capture the spirit of the Tim Tam Orchard by making TV ads, hundreds and hundreds of them so that people could share the day with their friends.

On the day of the orchard launch, the brand didn’t sample Tim Tam’s to Sydneysiders, people picked them from trees - 110,000 of them. It drove attendance on the day with geo-targeted Facebook and Google ads, coupled with social media check-ins through Facebook. The brand used Sydney DJs to direct audiences to Martin Place on the event day.

Attendees generated high volumes of UGC and shared the experience with their social networks. The brand sent  influential bloggers to the Tim Tam Orchard event to tweet and post content.

Results

The campaign culminated in 1,570 TVCs made on the day that captured the Truly, Madly, feeling of the Tim Tam Orchard. The other 1,569 were personalised TVCs created for the fans who stuck up their hand to be in the TV commercial (from the search and social ads) who supplied their details so Tim Tam could personalise the ads. They were then able to view and share their TVC from Tim Tam’s YouTube channel - generating over 475,000 views on YouTube with an average time spent of 6 minutes.

Most importantly the brand managed a 23% baseline sales uplift over the campaign period, with a national penetration gain from 19% to 21. There were 4,500,000+ PR impressions. An additional 60,000 Facebook fans signed up over the campaign.

BRAND:

Tim Tam

BRAND OWNER:

Arnotts

CATEGORY:

Food

REGION:

Australia

DATE:

February - May 2012

AGENCY:

MEC

MEDIA CHANNEL:

Ambient,Branded Content,Experiential,Digital,Events,Online,Out-of-Home,PR,Print,TV

World awaits English speakers

EF (Education First), is an international organisation committed to breaking down barriers of language, culture and geography through the highest quality of educational experiences. EF’s English language program was promoted in 2012 with a print advertising campaign focused on children’s English programs in China, Russia and Indonesia, with children leaping and dancing through barriers between postage stamps. 

The adult campaign focuses similarly on bodies in motion, conveying Education First’s mission to help people move forward with confidence, both in their education and careers. OOH installations will go up in several prominent urban locations, including Shanghai, Beijing, Shenzhen, Moscow and St. Petersburg.

Where the children’s campaign focuses on broadening geographical horizons for kids through the English language, the adult campaign uses the image of business people in acrobatic motion and exploding chalk around them to demonstrate the endless opportunities that the English language provides for upward mobility in the workplace.

Research conducted by Education First shows that businessmen and women outside the U.S. who can speak English earn an average salary of 30-50% more than those who don’t speak the language. With this in mind, the new campaign centers on taking control of your career, with headlines like “Go be your boss’s boss,” “Go from rut to rocket” and “Be your own secret weapon.”

Credits

The EF Barriers campaign was developed at The Martin Agency, Richmond, by chief creative officer Joe Alexander, creative director Brian Williams, copywriter Jeanette Tyson, art director Mark Brye, account director Ian Davidson, account executive Jacki Juenger and project manager Emily Masters.
Photography for the children’s campaign was Allen Birnbach. Photography for the adults campaign was Daniel Pothecary. Digital imaging was done at Smoke & Mirrors.