Branded Content/Entertainment in Australia is relatively free of restrictions and regulations.

However, the brand, or funding source, must be openly disclosed to the audience. This

applies to all main media.

Within TV, of the five main Free-To-Air networks, two of them have

significant restrictions - the national government-owned ABC can have absolutely no branded

content, or commercial reference to brands. The other, SBS, has considerable restrictions.

The current climate in Australia regarding branded entertainment is one of major commercial

growth and momentum. Online platforms and subscription TV are the most popular for placement of branded entertainment, but Free-To-Air TV is by far the most desirable and the most difficult to secure.

Independent estimates of 25% growth for branded content on TV in 2013 are common.

Reverse Robberies turned a potentially dull distribution brief into a truly engaging and entertaining brand building campaign.

Simply asking fans to nominate a store for OAK to stock would have been lame. Especially because OAK is positioned as the full-strength and full-on flavoured milk with a provocative and irreverent personality.

The ‘take no prisoners’ attitude of Reverse Robberies reinforced OAK’s bold positioning and addressed consumer apathy and discontent towards the declining flavoured milk category.

Our unique use of Facebook fan data to locate individual stores in areas with existing consumer demand helped solve a major distribution issue, using real time creative responsiveness.

Reverse Robberies succeeded in convincing sceptical shopkeepers to stock OAK.

It secured 60 new stores for OAK, resulting in an ROI that was 13 times the investment and 3 times our original target.

OAK’s Facebook fans were highly engaged, submitting over 3,000 requests for a Reverse Robbery, equating to a 30% response rate that superseded the 2% target.

The campaign evolved in real-time, with fans requesting a Reverse Robbery for their home. OAK obliged and more content was created.

It doubled OAK’s Facebook fan base, scored No.2 on YouTube’s coveted ‘Entertainment’ category.