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Reverse Robberies via The Monkeys

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OAK’s answer to a distribution problem

Reverse Robberies via The Monkeys

 

The OAK Facebook wall was inundated with fans complaining that they could no longer get a fix of their favourite flavoured milk. Their beloved OAK was disappearing from convenience stores across the land. Why? Because not all store owners understood what it’s like to be in a in a state of ‘hungrythirsty’. This required immediate action so “Reverse Robberies” was created.
 
Reverse Robbers, dressed in latex Sergeant John Henry masks (the character from the ongoing OAK campaign) were sent in to frantically re-stock the fridges of OAK-less convenience stores. Reverse Robberies put OAK back on the shelves – mission accomplished.
 
After launching the first Reverse Robbery video and manifesto, we invited OAK drinkers to use Facebook to request a Reverse Robbery in their neighbourhood. They did and we did the rest, hitting convenience stores in NSW and Qld.
 
The fans then took to Facebook again, this time demanding their own fridges be Reverse Robbed. So we took the fight against hungrythirsty directly to them by Reverse Robbing their fridges.
 
The data captured from the campaign will be passed onto the OAK sales team to help pinpoint their efforts and ensure that this scourge of ‘hungrythirsty’ is beaten.
 
The Facebook app can be used at: http://www.facebook.com/oakmilk/app_450047385027920
 
The videos can be viewed below:
 
 
 
Melissa Packham, Parmalat Product Manager – Beverages says: “With this campaign, we’ve put the battle for OAK distribution in the consumer’s hands. It’s a really unique and entertaining way of bringing the consumer’s voice to the retailer – making it hard to say no!”
 
Jay Gelardi, Digital Creative Director, The Monkeys says: “It’s not often you get blessed with a Facebook fan base as staunch the OAK fans, so when they demanded action, we responded in a way that only OAK could.”
 
Credits
 
Agency: The Monkeys
Executive Creative Director: Justin Drape/Scott Nowell Creative Partner: Micah Walker
Digital Creative Director: Jay Gelardi
Art Director: Matt Heck
Copywriter: Alex Derwin
Copywriter: Benn Sutton
Digital Art Director: Brent Tunney
Agency Producer: Jade Wannell
Director of Client Services: Dan Beaumont
Executive Planning Director: Fabio Buresti
Strategic Planner: Lisa Aitken
Channel Planner: Mat Rawnsley
Social Media Strategist: Mathieu Abet
Content Director: Gini Sinclair
Senior Content Manager: Chloe Morshead, Kate Behne
Digital Director: Ben Cooper
Digital Producer: Izabela Gniewkowska
Technical Director: Kynan Hughes
Lead Developer: Adam Robertson
Director: Abe Forsythe
Producer: Alex Hay
Production Company: Jungle Boys
Editor: Abe Forsythe
Recording Studio: Song Zu
 

 

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Genres: People

Categories: Milk, Soft Drinks

The Monkeys, Thu, 08 Nov 2012 11:17:47 GMT