Results and Effectiveness

Mammoth was the most successful flavoured milk launch into NSW grocery in the past 14 years!* Targets of category growth were smashed, with 25% of Mammoth’s volume as incremental to the category**. Consumer message take out from the campaign was clear. Compared to a control group, research showed ***: •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 **Research by Austereo using listeners and a control group in the same market

Creative Execution

Brick Football came to life through a radio network partnership leveraging credible talent and rugby league stars culminating in a major event including listeners. We engaged rugby league legends Matthew Johns and Mark Geyer to each captain a team. Through in-program content, they invited listeners to join them in the sport of Mammoth Brick Football. Players chosen were profiled on the show, with hosts creating competitive banter to build game day expectation. Consumer street events with product sampling and game technique practice were relayed via live reads in lead up to game day. Current rugby league players joined the event, promoting it through their personal twitter and facebook. Game day launched with a live outside broadcast including cheerleaders and halftime entertainment by rocker Johnny Diesel. A huge crowd attended with live crosses also reaching listeners that couldn’t be there. Radio was supported by OOH and TV through the NRL finals.

Insights, Strategy and the Idea

Our challenge: launch a new flavoured milk that would differentiate the brand and deliver at least 20% of all sales as incremental to the category. Key consumer focus was 18-39 year old blue collar males who: •Lead highly physical lives, both at work and play •Were engaged by being physically involved •Are involved in local sport and highly competitive •Listen to radio throughout the day The creative idea was brought to life in a TVC showing Aussie blokes competing in the ultimate game of sustained energy –a new code of football –using a brick. We needed to amplify this to actively involve the consumer and tap into their competitive spirit. Our media idea: Bring the game of brick football to life This would deliver •Events for sampling •Physical and competitive involvement of the target audience •A vehicle to bring the sustained energy message to life •Engaging content for media integrate