timtamBrief:

To launch Arnott’s new range of Tim Tam Treat Packs, Arnott’s wanted a campaign that would encourage Australian’s to ‘Love More Than One…”

Idea:

A 17 day national tour saw the Tim Tam Love More Bus travel around Australian sampling and filming Australian’s love for Tim Tam’s.  In Wodonga & Albury we encouraged consumers to love more than one town, in Bathurst love more than one car & Robe love more than one Robe.  Our branded content was uploaded daily to the Tim Tam facebook page.  We also gave facebook fans the opportunity to vote on which city the Tim Tam Love More Tour stopped at with fans voting for Newcastle over Cessnock and Albury over Wodonga

Carnival style games Tim Tam twister, Tim Tam slam, Tim Tam Dunk & Tim Tam knockem’ down added to the fun, festival like atmosphere at each location

Impact: 

  • 72,000 Tim Tam packets sampled over 17 days
  • 50,000 consumers engaged with the tour
  • 250,000 exposure whilst tour in transit
  • Travelled 5,378 kms over 17 days
  • 6,371,287: Facebook impressions over campaign period
  • Daily organic fan growth increased 557% in the campaign period
  • 14,183: Increase in Facebook fans
  • 468,568 impressions from earned media
  • Five segments on Sunrise