Bastion Collective Drops Arnott’s Shapes #Whatacracker Campaign

Bastion Collective  Drops Arnott’s Shapes #Whatacracker Campaign
SHARE
THIS



A cracker of a campaign for Campbell Arnott’s Australia has emerged from one of Australia’s upcoming independent marketing agencies, Bastion Collective.

Bastion Collective conceptualised Arnott’s #whatacracker campaign to win the hearts and minds of Australians and remind them that “there is no substitute for Shapes”.

The 3-month project, led by the Collective’s integrated communications and PR agency, Bastion
Effect, sought to uncover Aussies’ favourite Shapes rituals through content creation, an all-
encompassing communications strategy and live activation.

A combination of OOH advertising*, a paid media partnership, social consumer competition,
influencer activity and a national PR campaign meant that Arnott’s #whatacracker content was seen in multiple forms by Aussies across the nation.

A national consumer Facebook competition generated 3,252 user entries and upon campaign
completion, the #whatacracker hashtag had gained a total reach of 2.5 million across all social
platforms.

PR campaign activity further generated 127 pieces of influencer and editorial content – totalling 27
million in reach.

Iconic Aussie influencers Bondi Lifeguards, Tanya Hennessey and Christian Hull also lent their highly engaged channels to the campaign and encouraged their audiences to share their own unspoken
traditions around Arnott’s Shapes.

The Collective’s experiential arm, Bastion EBA, bought the campaign to life with a giant Shapes pop-up at Sydney’s iconic Overseas Passenger Terminal. The two-day activation attracted an 80,000 footfall and saw the distribution of 3,248 consumer samples.

Visitors were able to mix n’ match their own personalised selection of Shapes in a limited-edition bowl and share their #whatacracker moment via the onsite photobooth.

Bastion Stadium, the company’s content creation specialists, were also engaged to create video and social content during the campaign period for Arnott’s owned channels.

Of the integrated approach, Bastion Collective CEO Jack Watts says, “This project has highlighted the strength of our agency model in uniting multiple businesses and delivering a world class client solution, together. The results of this campaign speak for themselves and highlight our company-wide focus on consumer engagement vs reach.”

Campbell Arnott’s Senior Communications Manager, Brands, ANZ, Amy Wagner, says:
“Consumer sentiment and engagement is a key part of Arnott’s brand story, especially when it comes to Arnott’s Shapes.

It’s an iconic product that Aussies have always been very passionate about because it’s in the fabric of their lives. We know people enjoy cracking life moments with Shapes every day, but we wanted to invite Aussies to share these rituals and and celebrate them in a national forum. The #whatacracker campaign was successful in that it amplified these organic moments of real connection to a wide range of consumer audiences.

Arnott’s #whatacracker campaign ran Australia-wide from May to July 2018.

Please login with linkedin to comment

bastion collective Campaigns

Latest News

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence
  • Advertising
  • Marketing

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence

Aussie Pooch Mobile recently took out the number one spot in the Marketing category of this year’s Topfranchise Awards organised by 10 Thousand Feet Research and online marketplace SEEK Business. B&T sat down with Aussie Pooch Mobile’s marketing manager, Tracy Sullivan, to chat about the strategy behind their success. Why have you focused on online […]

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move
  • Marketing
  • Media

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move

Independent research consultancy, Nature, has announced an interstate expansion with the establishment of a Sydney office in the New Year. The announcement comes off the back of the business being recognised as Research Agency of the Year at the B&T Awards in November. According to Nature’s founder and managing director, Chris Crook, the move is a natural […]

by B&T Magazine

B&T Magazine
Paper Moose & Skillsroad Tackle Youth Unemployment
  • Campaigns
  • Technology

Paper Moose & Skillsroad Tackle Youth Unemployment

The NSW Business Chamber’s Skillsroad initiative has teamed up with independent makers agency Paper Moose to create an immersive, multi-touchpoint virtual reality experience. The initiative is an  effort to raise young Australians’ awareness of apprenticeships and traineeships for various careers. The digital experience, funded by the NSW Government Department of Industry, brings viewers into the […]

QMS NZ Finalises MediaWorks Merger
  • Media

QMS NZ Finalises MediaWorks Merger

QMS Media Limited has finalised terms for the merger of its New Zealand out-of-home, digital media and production business (QMS NZ) with MediaWorks, New Zealand’s leading independent radio, TV and digital business. The merger on completion will establish the newly combined QMS and MediaWorks as the largest multi-media advertising group in the country. In late […]

Headspace Australia Launches Instagram Campaign For Year 12 Students
  • Media

Headspace Australia Launches Instagram Campaign For Year 12 Students

Australian celebrities and creators are sharing their support for Year 12 students this week, in a new initiative from Instagram and headspace Australia. Launched today ahead of end-of-school exam results, #GramFam Australia features messages from ARIA winner Amy Shark, TV presenters including Lisa Wilkinson and Sandra Sully, comedian Peter Helliar, Home & Away star Olivia […]

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences
  • Media

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences

oOh!media’s audience reach has extended to well above 90 per cent of the Australian population with the integration of Adshel’s assets into the business, according to analysis of audience data. The audience reach data was announced as oOh! rebrands the Adshel assets to Commute by oOh!. Audience data from MOVE shows oOh!’s reach is unmatched […]

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer
  • Media

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer

The Australian Radio Network’s iHeartRadio Australia has teamed up with Surf Life Saving NSW (SLS NSW) for another year of ‘Surf Life Sounds’. The digital radio station features a mix of this summer’s hits, providing the official soundtrack to a safe summer at the beach while celebrating Australian beach culture. The Surf Life Sounds name […]

Sky News Bolsters Editorial Team With Two New Hires
  • Media

Sky News Bolsters Editorial Team With Two New Hires

Sky News today announced further expansion and investment in its editorial leadership team with the appointment of two new roles across its newsroom operations. Experienced television news director, Chris Willis has been appointed to the newly created leadership position of executive editor of news and talk. In this senior editorial role, Willis will have overall responsibility […]