Mammoth Launch Campaign
Our Approach
By immersing ourselves in the target market, our insights set the foundation for the Mammoth launch. By knowing their habits, likes and movements, we created a multi-channel campaign that exposed them to the Mammoth brand in a number of ways. Launching with a PR stunt allowed us to create exposure, curiosity and attention for the Mammoth brand. Our 3 month sampling campaign across Metro and Regional NSW supported the massive Triple M Brick Footy ATL activity. Our brand ambassadors raised Mammoth awareness and put the product in our targets hands to experience. With a Petrol & Convenience approach (a significant purchase venue by blokes), we promoted a Win in Store campaign (instant PS3) as well as a GWP in Woolworths. Add to the campaign significant trade tools and POS, the Mammoth brand was on the loose in a big way. The campaign lives online through facebook allowing for constant dialogue with our customers with now over 1,000 fans and counting.
The Brief
Co-ordinate the launch of Mammoth in NSW in a Mammoth way! Our task was to launch a new flavoured milk that’s different and packs a real punch. Our challenge was to hit blokes with a sustained energy message, across a range of channels to help them work hard and play hard. We needed to raise awareness of the Mammoth brand and communicate its personality across an integrated platform. But first we had to make the product relatable to our blokes in the competitive flavoured milk market.
