Tim Tam campaign takes honours

 

Tim Tam 1The Zoo Republic’s campaign for Tim Tam’s 50th birthday has been awarded the inaugural APMA Star Award for Best Campaign Most Likely to Drive Behaviour.

In a first for APMA, the new category is judged by the consumer and uses the science of IMI’s Promotion Potential Study (PPS) to ascertain which campaign demonstrates the greatest potential to impact behaviour b

By asking consumers a series of questions relating to the campaign, and how it might impact their decision making and behaviour, the predictive methodology pinpoints the single campaign most likely to drive behaviour.

The Tim Tam 50th Birthday campaign focused on reconnecting loved ones across Australia and around the world.

The activation generated a newsworthy birthday story, which was sustainable across a number of months. The shopper focused promotion had a strategy to drive AWOP, increase YOY sales, and generate digital content for fans to propagate via Tim Tam social media.

An ATL campaign captured the brand essence and was built to provide PR coverage with ongoing branded video content creating more than 62 million impressions.

On assessing the campaign, IMI managing partner, Devon Rick, said Tim Tam was underpinned by  desirable prizing and punctuated by a theme that resonated.

“A low retail requirement and simple mechanic also made it super accessible for both current and non-current consumers. It’s proof that a highly creative idea that also addresses the consumer sciencewill be the most successful in changing actual shopping behaviour,” Rick said.

The Tim Tam 50th Birthday campaign also won a gold award for Best Activity Generating Brand Volume and silver for Best Integrated Communications Campaign (Over $1 million budget).

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