Cannes Lions

MAMMOTH FLAVOURED MILK

OMD MELBOURNE, Melbourne / FONTERRA BRANDS / 2012

Film

Overview

Entries

Credits

Overview

Execution

Brick Football: a nod to the physicality of Tradesman’s work.

Pairing up with breakfast hosts, The Grill Team, we got rugby league legends Matthew Johns and Mark Geyer to each captain a team. They invited listeners to join them in a proper game of Mammoth Brick Football. In program content was the main communication driver, with messaging delivery stamped with their particular style.As the campaign launched we set up a series of promotions and events that led up to game day, including online advertising, Twitter and Facebook.

The teams were selected from guys that registered online or who visited one of the training sessions with street sampling and live crosses back to the radio program.A match day event was created with cheerleaders, halftime entertainment, by rocker Diesel, live crosses to Triple M, and a huge crowd attending the game. Making the players the heroes of the day.

Outcome

The campaign results were staggering. Mammoth was the most successful flavoured milk launch in the past 14 years!* Pre-campaign targets of category growth were smashed, with 25% of Mammoth’s volume as incremental to the category**.The message take out from the campaign was clear. Research showed than compared to a control group:•Trial growth rose from 4% to 26%•Radio listeners recall of Mammoth’s sustained energy was up 236% •Different to other flavoured milks up by a massive 514%*NSW grocery, based on $ per active sku**Woolworths shopper panel

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