OAK flavoured milk solves distribution problem with ‘reverse robberies’ via The Monkeys
After OAK’s Facebook wall was inundated with fans complaining that they could no longer find OAK flavoured milk in convenience stores resulting in fans being in a state of ‘hungrythirsty’. OAK answered the distribution problem with the creation of “Reverse Robberies’ via The Monkeys.
Reverse Robbers, dressed in latex Sergeant John Henry masks (the character from the ongoing OAK campaign) were sent in to frantically re-stock the fridges of OAK-less convenience stores. Reverse Robberies put OAK back on the shelves – mission accomplished.
After launching the first Reverse 
Robbery video and manifesto, OAK drinkers were invited to use Facebook to request a Reverse Robbery in their neighbourhood. Fans did and The Monkeys did the rest, hitting convenience stores in NSW and QLD.
The fans then took to Facebook again, this time demanding their own fridges be Reverse Robbed and 
OAK followed through.
The data captured from the campaign will be passed onto the OAK sales team to help pinpoint their efforts and ensure that this scourge of ‘hungrythirsty’ is beaten.
Says Melissa Packham, Parmalat product manager – beverages: “With this campaign, we’ve put the battle for OAK distribution in the consumer’s hands. It’s a really unique and entertaining way of bringing the consumer’s voice to the retailer – making it hard to say no!”
Says Jay Gelardi, digital creative director, The Monkeys: “It’s not often you get blessed with a Facebook fan base as staunch the OAK fans, so when they demanded action, we responded in a way that only OAK could.”
Parmalat General Manager Marketing: David Waugh
Parmalat Marketing Manager – Beverages: Jenni Booth
Parmalat Senior Product Manager: Melissa Packham
Parmalat Marking Assistant: Kimberley Dixson
Agency: The Monkeys
Executive Creative Director: Justin Drape/Scott Nowell
Creative Partner: Micah Walker
Digital Creative Director: Jay Gelardi
Art Director: Matt Heck
Copywriter: Alex Derwin
Copywriter: Benn Sutton
Digital Art Director: Brent Tunney
Agency Producer: Jade Wannell
Director of Client Services: Dan Beaumont
Executive Planning Director: Fabio Buresti
Strategic Planner: Lisa Aitken
Channel Planner: Mat Rawnsley
Social Media Strategist: Mathieu Abet
Content Director: Gini Sinclair
Senior Content Manager: Chloe Morshead, Kate Behne
Digital Director: Ben Cooper
Digital Producer: Izabela Gniewkowska
Technical Director: Kynan Hughes
Lead Developer: Adam Robertson
Director: Abe Forsythe
Producer: Alex Hay
Production Company: Jungle Boys
Editor: Abe Forsythe
Recording Studio: Song Zu
23 Comments
But can’t help wonder if it’d felt more real if the guy behind the counter pulled out a shotgun or suffered a heart attack because he’d previously been robbed. Suppose it’s the risk you take.
Like.
Please don’t let anyone get hurt in this campaign. The OH&S issues are just mind boggling.
I like it but fear for the guys walking into the wrong shop . . . or keeper.
This is wild. How did they get away with this?
Oh yes, guerilla marketing. And in a ‘documentary style’. How fresh!
like it. good one abe.
Really really nice. Masks off to all involved.
A lame version of ‘put-pockets’.
Comment from YouTube ‘easily the worst attempt at viral marketing in the history of the world’.
Punters don’t lie these days!
Nice work Monkeys
Thats cool. Well done on getting it through.
Oh, that’s nothing! The Birds Eye chicks talk!
Unbelievable This. This Extra-ordinary Route.
Stunningly Heroic Inspiring Tactic.
Is it just me or is it painfully fake.
I like the idea but it has tried to be too real. They should have made it more filmic and it would have been better as it wouldn’t be living in between a pseudo film/real world.
missed opportunity to do something amazing. Aim higher!
Nice idea but fake. Something like Steal Banksy is much more fun
Great idea and loved the execution.
Love it!
Awesome work boys and girls. Everyone at the top of their game. Well done to The Monkeys, Jungleboys and more importantly Parmalat. Great stuff.
only mildly better than the farmers union car crash above. equally try-hard
Super lame – staged as! Conveniently empty fridge and non reactive shop keeper. please.
This is brave.
If you did this in america you’d be SWAT fodder.
it’s pretty epic for dairy category, ignore the sour milk drinking haters.
OMG… This wasn’t real? The fact that I was entertained is irelevent now. I’ve lost all faith in advertising
Russty @ 7:27PM
This campaign is not epic. It’s a preconceived ‘stunt’ that is quite irrelevant.
Americans waste a lot of money, just look at the amount they wasted on the recent election campaigns. SWAT fodder or not, they would most likely run this ‘stunt’ as an office gag to accompany the Clip Art power point presentation.