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.
VMO specialises in delivering marketing leading activations for brands as well as offering over 9,500 digital media screens to support launches such as these.