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Top 6: November 21st 2012
Web Film

OAK: Reverse Robberies

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Top 6: November 21st 2012
The OAK Facebook wall was inundated with fans complaining that they could no longer get a fix of their favourite flavoured milk. Their beloved OAK was disappearing from convenience stores across the land. Why? Because not all store owners understood what it's like to be in a in a state of 'hungrythirsty'. This required immediate action so 'Reverse Robberies' was created.

Reverse Robbers, dressed in latex Sergeant John Henry masks (the character from the ongoing OAK campaign) were sent in to frantically re-stock the fridges of OAK-less convenience stores. Reverse Robberies put OAK back on the shelves – mission accomplished.

After launching the first Reverse Robbery video and manifesto, agency The Monkeys, Sydney invited OAK drinkers to use Facebook to request a Reverse Robbery in their neighbourhood. They did and the agency did the rest, hitting convenience stores in NSW and Qld.

The fans then took to Facebook again, this time demanding their own fridges be Reverse Robbed. So the agency took the fight against hungrythirsty directly to them by Reverse Robbing their fridges.

The data captured from the campaign will be passed onto the OAK sales team to help pinpoint their efforts and ensure that this scourge of 'hungrythirsty' is beaten.
Credits Other credits

Executive Planning Director: Fabio Buresti

Strategic Planner: Lisa Aitken

Channel Planner: Mat Rawnsley

Social Media Strategist: Mathieu Abet

Technical Director: Kynan Hughes

Lead Developer: Adam Robertson

Digital Producer: Izabela Gniewkowska


Parmalat General Manager Marketing: David Waugh

Parmalat Marketing Manager – Beverages: Jenni Booth

Parmalat Senior Product Manager: Melissa Packham

Parmalat Marking Assistant: Kimberley Dixson

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