On Australia Day, Arnott’s Tim Tam launched their new Gelato Messina flavoured Tim Tam range with a first-to-market activation.
Arnott’s partnered with Digital Outdoor company VMO to launch their new ‘Chill me’ Tim Tam range, driving awareness to the new temperature activated packaging.
The crowd-pleasing activations took place in three iconic locations across the country; QV in Melbourne’s CBD, Circle on Cavill on the Gold Coast and Manly Wharf on Sydney’s northern beaches – these locations were hand selected for their mass-audience reaching opportunities over the busy holiday weekend.
The launch experience featured a custom-built digital refrigerated unit utilising a live digital thermometer. Pulling live data from the Bureau of Meteorology, the refrigerated units were programmed to open at a set temperature on the day, giving away 13,500 chilled packets of the never-before-tasted Tim Tam biscuits across three days.
DART – VMO’s exclusive audience measurement system, measured a crowd of 163,000 across the three locations, over the three days. It was also used to measure campaign engagement.
VMO’s Managing Director Anthony Deeble says; “What could be more Australian than an activation for this iconic Australian brand launched on Australia Day in three iconic Australian locations? A billboard with an inbuilt fridge and temperature gauge has never been done before in this country – and I’m really pleased that VMO was able to create and deliver this fantastic brand activation for Arnott’s.”
Claire Kesby-Smith, Marketing Manager for Tim Tam said; “We’re thrilled to have used an innovative idea and market-leading technology to amplify the launch of our second-year partnership with Gelato Messina. The collaboration of key stakeholders VMO, Wavemaker and TKT were testament to the success of the product launch, along with a strong activation concept which linked closely with the product proposition.”
There were three different flavours launched at the event; Choc Cherry Coconut, Iced Coffee, and Turkish Delight. The new Tim Tam flavours are available in supermarkets nationally from the 5th of February.