Beef is more than a meal you occasionally put on the dinner table. It’s the ultimate fuel for life – packed with protein, iron and essential nutrients. This film repositioned beef as a sports brand.

The Beef Oracle – an omnipresence of beef knowledge here to guide the confused, satisfy the hungry and raise Australia’s beef IQ. A real-time cooking utility that responded to people no matter where or when they needed it.

Teaser campaign: “The Beef Oracle is coming” was first seen in the Hunter Valley by locals, intrigued by a 150mx125m artwork in a crop paddock. Others heard it on the radio, read about it in mX or saw it on supersites.

Interactive website (www.askthebeeforacle.com): Allowed people to ask questions throughout the day on multiple devices including text and live chat.

Talkback radio show: Consumers were encouraged to call 1800-BEEF-ORACLE where the Oracle answered questions live. People could listen the show streamed on www.askthebeeforacle.com.

Beef Oracle Cube: Gave consumers the opportunity to ask their questions up close and personal.

The direct campaign was also supported by outdoor, print, radio ads and social.

- Best market share in two years.

- Over 10,000 questions answered.

- 92,011 microsite visits (exceeding KPI by 53%).

- Preference amongst other proteins increased by 34%.

- Reached 80.2% of target audience.

- 2.4 million online impressions.

- Total campaign reach 3.1 million.

The Beef Oracle – the only campaign where you could ask the product how to cook itself.