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.
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.”