Oak Film, Digital OAK Reverse Robberies by The Monkeys

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OAK Reverse Robberies

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Industry Dairy products & Eggs, Milk
Media Film, Digital, Interactive & Mobile
Market Australia
Agency The Monkeys
Executive Creative Director Scott Nowell, Justin Drape
Creative Director Micah Walker
Art Director Matt Heck
Copywriter Alex Derwin, Benn Sutton
Account manager Chloe Morshead, Kate Behne
Digital Creative Director Jay Gelardi
Strategic Planner Lisa Aitken
Production Jungle
Director Abe Forsythe
Producer Alex Haye
Released November 2012

Credits & Description

Agency: The Monkeys
Client: Parmalat
Brand: OAK
Company: The Monkeys, Sydney
Target: Australia · Asia Pacific
Social Media Strategist: Mathieu Abet, The Monkeys
Digital Creative Director: Jay Gelardi, The Monkeys
Executive Creative Director: Justin Drape, The Monkeys
Executive Creative Director: Scott Nowell, The Monkeys
Content Director: Gini Sinclair, The Monkeys
Creative partner: Micah Walker, The Monkeys
Art Director: Matt Heck, The Monkeys
Copywriter: Alex Derwin, The Monkeys
Copywriter: Benn Sutton, The Monkeys
Digital Art Director: Brent Tunney, The Monkeys
Agency producer: Jade Wannell, The Monkeys
Agency producer: Izabela Gniewkowska, The Monkeys
Director of Client Services: Dan Beaumont, The Monkeys
Executive Planning Director: Fabio Buresti, The Monkeys
Strategic Planner: Lisa Aitken, The Monkeys
Channel Planner: Mat Rawnsley, The Monkeys
Senior Content Manager: Kate Behne, The Monkeys
Senior Content Manager: Chloe Morshead, The Monkeys
Lead developer: Adam Robertson, The Monkeys
Digital Director: Ben Cooper, The Monkeys
Technical Director: Kynan Hughes, The Monkeys
Features: Apps, Ads, Pages, Sponsored Stories
Language: English (UK)
Tags: Beverage, Asia Pacific, Australia, English (UK), Apps, Ads, Pages, Sponsored Stories  
OAK drinkers had a problem: their beloved OAK was disappearing from convenience store fridges across the land, and the OAK Facebook Page was littered with fans complaining that they could no longer get a fix of their favourite flavored milk.
Something needed to be done, but we needed to know where the demand for OAK was the highest and, more specifically, which stores the sales team should target. Our idea? Reverse Robbers, dressed in latex ‘Sergeant John Henry’ masks to resemble the iconic character from the OAK TVCs, were sent in to forcibly stock the fridges of OAK-less convenience stores.
We started the campaign with a teaser phase. This consisted of a content calendar aimed at getting fans to vent their frustration on the Facebook Page over a few weeks. It was a great way to make sure the topic was top of mind within the community.
After launching the first Reverse Robbery and Manifesto video, fans were then asked to join the fight by nominating their local store for a Reverse Robbery on Facebook. The Reverse Robbers then responded by hitting nominated stores as their reverse crime spree continued.
The fan data showed an entire state where OAK wasn’t sold, and they were crying out for it—so we headed to Queensland and Reverse Robbed some more. But the fans' appetite for more was insatiable, and they started demanding we Reverse Rob their own fridges. So we took to the road again, this time Reverse Robbing them in their own homes.
Timeline was used to tell the story visually, while sponsored posts expanded our reach.
Campaign Performance
So does crime pay?
• 50% increase in Facebook fans
• over 3,000 requests for a Reverse Robbery
• 60 new stores now stock OAK
We believe that the campaign was a success because Reverse Robberies helped put OAK back on the shelves. Distribution is a huge issue in FMCG and one that's often overlooked by agencies. Thanks to the over 3,000 robberies requests made via our dedicated Facebook app, we were able to pass the data back to OAK, and the sales team did the rest.
OAK fans were at the core of the campaign idea, and engagement was unprecedented because we tapped into a community insight. Since the OAK Facebook Page launch, fans were complaining about distribution issues. The campaign was designed to address the issue, and showed that we were listening to our community. At launch, the response was at an all time high. Engagement remained high throughout the whole campaign, with one organic post receiving over 4,000 Likes.
All in all, it was a new, interesting idea designed with people at the core. Not only did it boost engagement and Page fans, it also had real world results. Reverse Robberies: the only cure for a store that doesn’t stock OAK.