LAMBASSADOR by BMF Sydney for Meat & Livestock Australia/ MLA

LAMBASSADOR

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Industry Sausage and meat products
Media Case study
Market Australia
Agency BMF Sydney
Director Trent O'donnell, Al Morrow
Executive Creative Director Dylan Taylor-Cd Direct
Art Director Jake Rusznyak
Producer Nicola Patterson
Editor Paul Swain
Released January 2011

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: MEAT AND LIVESTOCK AUSTRALIA
Product/Service: LAMB
Agency: BMF
Date of First Appearance: Jan 10 2011
Entrant Company: BMF, Sydney, AUSTRALIA
Creative Founder: Warren Brown (BMF)
Executive Creative Director: Dylan Taylor (BMF)
Creative Director/Copywriter: Dennis Koutoulogenis (BMF)
Art Director: Jake Rusznyak (BMF)
Agency Producer: Sue Hind (BMF)
Group Account Director: Karen Martin (BMF)
Account Director: Rebecca Booth (BMF)
Account Manager: Lex Higglett (BMF)
Planner: Gerry Cyron (BMF)
Director: Al Morrow (Jungleboys)
Director: Trent O'Donnell (Jungleboys)
Producer: Nicola Patterson (Jungleboys)
DOP: Marden Dean (Jungleboys)
Editor: Paul Swain (Jungleboys)
Senior Brand Manager: Janice Byrnes (MLA)
Sound Engineer: Paul Taylor (Sound Reservoir)
Media placement: TV - Launch 90" Spot - Channel 9 - 10 Jan 2011
Media placement: TV - Content Pieces X 8 - Today Show - 10 Jan 2011
Media placement: TV - Content (Current Affairs) X 2 - A Current Affair - 10 Jan 2011
Media placement: POS - Posters X 3 - Instore - 10 Jan 2011
Media placement: POS - Passports/appointment Letters - Instore - 10 Jan 2011
Media placement: Online - Lambassador Page - Facebook - 10 Jan 2011
Media placement: Online - Lambassador HQ - Ninemsn - 10 Jan 2011
Media placement: TV - Travel Segment - Getaway - 18 Jan 2011
Media placement: TV - Cricket Segment - Channel 9 - 26 Jan 2011

Describe the brief/objective of the direct campaign.
Sam Kekovich is an Aussie legend.

His well-loved campaign has made Lamb on Australia Day what turkey is to Christmas.

In the campaign’s 7th year, we needed a new way to engage the nation, driving sales growth for Lamb, despite record high livestock and retail prices.

And if there’s one thing Australians will rally behind like nothing else, it’s a fellow Aussie strutting the world stage - especially if he’s poking fun at the rest of the world.

So after conquering Australia, we decided it was time for Sam to tackle the globe.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We had Sam appointed as Australia’s first official LAMBASSADOR.

His diplambatic mission? To rescue trouble-stricken Europe by making it more like (economic powerhouse) Australia.

After a 90” national television address, Sam embarked on a 45,000km Chop Deck tour of Europe, documented with daily segments on breakfast tv, current affairs shows and a prime time appearance on Australia’s leading travel show Getaway – a first for an advertising campaign character – supported online and in point of sale.

The aim was to generate media coverage/PR beyond our modest spend and engage consumers to spread our message, driving sales growth for Lamb.

Explain why the creative execution was relevant to the product or service.
Lamb has always had an irreverent tone of voice, epitomised in the well-loved, Sam Kekovich Australia Day promotion.

In its 7th year, it was essential we take it somewhere completely new, to keep consumers engaged, and therefore buying Lamb in record numbers.

Making Sam Australia’s first official LAMBASSADOR allowed him to poke fun at targets beyond Australia (a sure-fire hit with Aussies), while keeping the focus on Lamb.

It also opened up new content opportunities eg. a daily travel diary on breakfast television and a spot on our leading travel show Getaway – a first for an ad campaign character.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Australians were engaged like never before:

- Our leading supermarkets spent an estimated $1million featuring Sam in ads.

- Over $7.4 million media coverage on $800,000 spend.

- Over 5 million views of Sam’s online videos.

- Online mentions of Lamb increased up to 900%.

- Up to 700 facebook interactions per day, with almost 50% more fans battling Vegan attacks and even creating their own Lamb pages.

Which drove:

- Record lamb consumption

- Sales increases of up to 20% on 2010.

- The week including Australia Day 2011 was the biggest Lamb sales week ever.