Heart health/high cholesterol are real issues facing our target. The upcoming 2007 Federal Election had serious issues (Iraq/tax etc.) on the agenda. We decided to put our “issue”, helping to lower Cholesterol absorbtion, centre stage in the biggest campaign of 2007. The Federal Election.Product sample/“campaign” posters packs were “door-dropped” and distributed by “Vote OatBrits” campaign teams at transit sites pre-election, and at key polling stations on election day.

Consumers had incentive with $5K spot prizes to display their posters at home and entered online. Consumers were also encouraged to “Vote OatBrits” in press/TV/instore.

Cited “Best Practice Launch Campaign” Nestle/Cereal Partners Worldwide.Clients 6-month sales target met in 3 weeks.

From zero to 1.4% volume share/1.2% value share (in 4 weeks to 16/12/07)Additional display space achieved with Coles/Woolworths supermarkets. Point-of-sale items as “campaign” items (rosettes/bunting/”Vote”posters etc.) gained standout/differentiation in a cluttered retail environment."Vote OatBrits” campaign teams were welcome relief in the world of stuffy election issues (tax/Iraq/workplace/unemployment/economics). “Vote OatBrits” dramatised our product benefits in a positive/lighthearted/relevant way.Unparalleled consumer participation as people placed “Vote OatBrits” posters in homes and offices etc., perpetuating our “campaign” nationwide.