ADD A MOTOR TO IT

TitleADD A MOTOR TO IT
BrandPARMALAT
Product / ServiceICE BREAK FLAVOURED MILK
CategoryA04. Best Use of Brand Sponsorship Integration (where there is no product overtly displayed in the film,
EntrantTHE MONKEYS Sydney, AUSTRALIA
Entrant Company:THE MONKEYS Sydney, AUSTRALIA
Contributing Company:THE MONKEYS Sydney, AUSTRALIA

Credits

Name Company Position
Justin Drape The Monkeys Executive Creative Director
Scott Nowell The Monkeys Executive Creative Director
Scott Nowell The Monkeys Creative Director
Benn Sutton The Monkeys Copywriter
Jed De Pyper The Monkeys Art Director
Thea Carone The Monkeys Head Of Braodcast Production
Fabio Buresti The Monkeys Executive Planning Director
Mat Rawnsley The Monkeys Channel Planner
Dan Beaumont The Monkeys Group Content Director
Gini Sinclair The Monkeys Content Director
Kate Behne The Monkeys Content Manager
Kristian Saliba The Monkeys Head Of Digital Art
Jay Gelardi The Monkeys Digital Creative Director
Ben Cooper The Monkeys Digital Director
Christopher Kelaart Macho Distorto Music Composition
Simon Kane Song Zu Simon Kane

The Campaign

Branded Content/Entertainment in Australia is relatively free of restrictions and regulations. However, the brand or funding source, must be openly disclosed to the audience. This applies to all main media. Within TV of the five main Free-To-Air networks, two of them have significant restrictions; the national government-owned ABC can have absolutely no branded content. The other, SBS, has considerable restrictions. The current climate in Australia regarding branded entertainment is one of major commercial growth and momentum. Online platforms are the most popular for placement of branded entertainment, but TV is by far the most desirable and the most difficult to secure. Independent estimates of 25% growth for branded content on TV in 2012, are common.

Results

After running the same TVC for 10 years, Ice Break was losing relevance with its target audience. We needed to remind people what Ice Break stood for. To Aussie blokes Ice Break is a motor to get them through the day. So we turned this product benefit into an online series. ‘Add A Motor To It’ (AAMTI) featured ordinary Australians who have added motors to stuff. The show was broadcast on a customised YouTube channel. Fans made the Ice Break Ads that appeared in the episodes. We also created a special AAMTI gadget that plugged into your car stereo, so everyone could make their car sound like a roaring V8. To launch the show we built the 'World's Fastest Couch' gaining coverage across mainstream media channels and building an instant audience.

Our target audience are highly involved online content consumers and participators. We used a customized YouTube channel to broadcast the show, and Facebook to leverage the dialogue around it. Each episode included an Ice Break ad created by an Ice Break drinker. On the AAMTI channel fans could download the theme song and with a special AAMTI gadget, that plugged into your car making it sound like a roaring V8. Budget for mainstream media was limited so we created the 'World's Fastest Couch' stunt to launch the show instantly gaining coverage across mainstream media channels.

Viewers spent an average 14 minutes on the AAMTI YouTube channel in the first 3 weeks. Campaign average (8 weeks) was 8.5 mins. We reached 48% of our target audience. Over $2.9mil in earned media. Over 1.2 million views so far. No1. most watched YouTube video of the week in the entertainment category. No.2 overall. 32 YouTube honours in total. Facebook community up 32.5%. Over 1600 cars made to sound like roaring V8s. 2600+ clicks on the theme song. Greatest week of sales in the brand's history. Sales up 32% in the largest market.