| Title | ADD A MOTOR TO IT |
| Brand | PARMALAT |
| Product / Service | ICE BREAK FLAVOURED MILK |
| Category | B02. Consumer Products |
| Entrant | THE MONKEYS Sydney, AUSTRALIA |
| Entrant Company: | THE MONKEYS Sydney, AUSTRALIA |
| Advertising Agency: | THE MONKEYS Sydney, AUSTRALIA |
| 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 |
| Matt Rawnsley | The Monkeys | Channel Planner |
| Dan Beaumont | The Monkeys | Group Content Director |
| Ben Cooper | The Monkeys | Digital Director |
| Jay Gelardi | The Monkeys | Digital Creative Director |
| Kristian Saliba | The Monkeys | Head Of Digital Art |
| Gini Sinlclair | The Monkeys | Content Director |
| Kate Behne | The Monkeys | Content Manager |
| Stew Arnott | The Monkeys | Editor |
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 crappy 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
Add A Motor To It is a product benefit in the form of an online show. Our target audience are highly involved online content consumers and participators, so we needed to engage with them via social media platforms. 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 stereo, everyone could make their crappy car sound like a roaring V8. With only a modest budget for mainstream media we needed a PR stunt to launch the show - so we added a motor to a couch and created the world's fastest couch. The stunt worked its socks off going viral and creating buzz around the show.
Ice Break is a popular Australian Iced Coffee drunk by 18-29 year old males. But after a decade of archaic and predictable communications activity - including running the same TVC for 10 years - Ice Break was losing relevance with its target audience. We knew that to ordinary Australian blokes Ice Break is more than an Iced coffee; it's a motor to get them through the day. So we turned a product benefit into an online series. 'Add A Motor To It' (AAMTI) featured ordinary Australians who have added motors to extraordinary things. The show - comprising 7 episodes - was broadcast on a customised YouTube channel. Ice Break has always had a 'have a go' attitude and to our easy-going, down-to-earth drinkers Add A Motor To It reflected the risk-taking approach to life these blokes see in themselves