Our brief was to generate buzz and drive sales of Lamb in the run up to Australia Day. After a decade of Australia Day Lamb campaigns, people were taking it for granted; and with Lamb prices on the rise – again – pushing it still further from top of mind, this wasn’t as easy as it sounds.
Fortunately, we had a strong long-term strategic platform - nothing brings people together like Lamb - and a powerful insight. How do you remind 24 million Australians how lucky they are to eat Australian Lamb with their mates on Australia Day? Remind them of their less fortunate countrymen who are overseas and will miss out.
The campaign started with a 30” teaser TVC to clearly outline the problem that some Australians would be missing out. A week later, we released the 2-minute feature video online only launching Operation Boomerang. Led by cult news reader Lee Lin Chin, one of Australia’s most recognized voices, a team of Lamb Operatives – including Fitzy and Wippa from Nova – repatriated Aussies from around the world for Australia Day. Along with rugby captain Stephen Moore, retired cricketer Mitchell Johnson and even the princess of Denmark was brought home.
Aussies loved it. Most of them. They even stood up for Lamb against some people who had a sense of humour failure and who wouldn’t be eating Lamb on Australia Day. Or ever, for dietary reasons.
We also partnered with Nova radio to give people a chance to bring their mates home for Australia Day. Fitzy and Wippa even broadcast live from London to support the promotion and hosted an Australia Day party on Fort Denison in the middle of Sydney Harbour for the lucky winners. From the 1000s of hopefuls nominated by friends or family members, a lucky few got to celebrate Australia Day, in Australia, with Australian Lamb.
Australia Day 2016. Mission Accomplished.
The film was viewed more than 5.5 million times, attracting over 2700 Comments, 16k Shares and 22k Likes on Facebook alone – representing a 4% engagement rate, 10 times the industry average.
The campaign also attracted 747 complaints – the most in Australian advertising history and not one of which were upheld
More than 1200 pieces of media coverage resulted in a cumulative audience of more than 404 million.
Recently featured on Channel 9’s 20 to 1 most loved commercials.
Most importantly, it drove a record uplift in sales. Through seamlessly integrating TV, digital film, radio, PR and real-world activation effectively we drove +34.4% uplift versus the weekly average in the week preceding Australia Day and a +39.5% jump over the weekly average for the week of Australia Day. This equates to a +36.9% sales increase across the two-week campaign period, by far the most successful on record.