Winter is a low point on the Australian calendar, it is cold, bleak and unlike the northern hemisphere there is a distinct lack of national holidays to enjoy. Our relationships start to strain under this pressure, none more so then the ice cold romance of Julia Gillard and Tony Abbott. We set out to encourage Australians to reheat cold relationships around hot meals of beef.

 

So we created a brand new national holiday in the middle of winter, Beefgiving and got people out to spread the word. Across television, press and radio the buzz kicked off - even Kochie got into the act. 

 

Over the weeks leading up to the big day we got the word out across our social accounts, enabling our community to plan their event with ease. Using the meal planner Australian's had an assured way to get their relationships back on track. 

 

The meal planner analysed visitors Facebook account, selecting friends and recommending meal ideas. Each guest was delivered an official, personalised invitation and simple recipe ideas. 

 

Just before Beefgiving Day, we attempted to warm up the coldest of all relationships, between our PM and Opposition Leader. The infamous Hot Air Balloon kiss video was distributed across the web, generating huge engagement and a mass of free media coverage for MLA.

 

Over the course of the campaign we were contacted by Facebook to inform us of our apparent success - we became "the most successful Facebook page in Australia", generating huge levels of engagement and acquiring new subscribers at a furious pace.

 

Meat & Livestock Australia / BMF

Creds: Tim and Si, Carlos & Laura

July 2012

 

ADMA Bronze (2012) Effectiveness 

CAPLES Finalist (2012) Integrated campaign