Operation Boomerang highlighted the plight of Aussies around the world who were missing out on celebrating Australia Day at home and even gave some of them a chance to make it back in time for a Lamb BBQ.

The campaign started with a teaser to outline the problem. A week later, we released the feature video launching Operation Boomerang online and through TV media partners.

In the film infamous TV news anchor, Lee Lin Chin leads a team of Lamb Operatives to repatriate Aussies from around the world for Australia Day. Along with rugby captain Stephen Moore, recently retired cricketer Mitchell Johnson and even the princess of Denmark were brought home.

We partnered with radio station Nova to give people a chance to bring their mates home for Australia Day. Popular presenters Fitzy and Wippa broadcast live from London to support the promotion and hosted an Australia Day Lamb BBQ in the middle of Sydney Harbour for the winners.

The film was supported online with further video content, gifs, and BBQ recipe suggestions. It became the most successful campaign ever for the client. Mission Accomplished.

The campaign generated 1270 pieces of coverage with a total OTS of 402,601,583.

Total views of the content stand at over 5,400,000 and it has been shared over 55,000 times.

This was at a CPV of $0.09 and a CPCV of $0.17 on Youtube; and a CPV of $0.02 and a CPCV of $0.27 on Facebook - exceptionally strong for a 2 minute video.

Engagement on Facebook was also strong with an engagement rate of 25% including 13,888 shares; 2,300 comments – the majority of comments made up of friends tagging friends to view; and 18,915 likes.

As an aside, the campaign also generated 747 complaints, mostly from some humourless Vegans who became upset at the sight of a bowl of kale on fire. None of the complaints were upheld.