The Brief

In Australia there's already an enormous amount of love for the Tim Tam brand, however this love is rarely top of mind for people. The strategy was simple: engage, engage, engage. We needed to involve existing customers with the Tim Tam brand both online and in the real world to remind them of their underlying love for the brand.

Creative Execution

Tim Tam fans love the biscuits so much they had already begun trying to hide them (unsuccessfully) from their family and friends. So when the Camouflage Packs campaign launched it immediately struck a cord with the Australian public – reaching over 1.9 million people on Facebook in only the first two weeks. This fun way of addressing 'biscuit theft' allowed existing customers to take their passion for the brand to an even higher level.

Describe the creative solution to the brief/objective.

Ever since Tim Tams have become Australia's favourite chocolate biscuit, they have also become Australia's most stolen chocolate biscuit;– a common problem reported by Tim Tam Facebook fans. The solution was simple: create 'Tim Tam Camouflage Packs' – a range of urban camouflage sleeves designed to help people hide their packets of Tim Tams. Each sleeve was designed to blend into areas around homes and offices (the two main locations where the biscuits are consumed). All people had to do was: - Select a design from the website - Print it out - Fold it around the packet - hide!

Results

Because engagement with the brand was key to reminding people of their love for Tim Tams, our metrics are expressed in terms of time spent and interactions: - In the first two weeks the campaign reached over 1.9 million people on Facebook, with over 100 designs printed each day. - An additional 65,000 minutes spent with the brand online. - More likes, comments and shares than any other Tim Tam campaign in history. - The most YouTube views in the brand's history. - All for a budget of only $7,000 Australian dollars (seriously, that's not a typo).