Celebrating Creativity #165 – OAK

OAK Experiential Campaign More and more often we’ve been seeing brands being particularly responsive to consumer demands via social media. Here’s a great example of a highly social, creative and engaging experiential campaign.

After seeing their product disappear from convenience stores across Australia, Parmalat’s flavoured milk brand OAK decided to take immediate action and create the Reverse Robbery campaign. Featuring a group of guys wearing masks, the brand ‘stormed’ five convenience stores in Eastern Australia to frantically re-stock the fridges with OAK.

The five so called reverse robberies were shared as a manifesto on OAK’s Youtube channel and Facebook page. Consumers were then invited to visit the brand’s Facebook page and request a Reserve Robbery in their own fridges. And so they did!

Check out the Reverse Robbery Home Edition below.

What do you think? Tweet us your thoughts @Hotcow!

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