Arnott’s gives away 13,500 packets of chilled Tim Tams in digital OOH campaign

Biscuit brand Arnott’s launched this year’s Tim Tam Gelato Messina range by giving away 13,500 chilled packets through a temperature-activated out-of-home campaign over the Australia Day long weekend.

Partnering with digital outdoor company VMO, the activations for the ‘Chill me’ Tim Tam range were at the QV in Melbourne’s CBD, Circle on Cavill on the Gold Coast and Manly Wharf on Sydney’s northern beaches.

Using live data from the Bureau of Meteorology, the refrigerated units were programmed to open at a set temperature on the day to give away packets to passers by.

“What could be more Australian than an activation for this iconic Australian brand launched on Australia Day in three iconic Australian locations?” Anthony Deeble, VMO’s managing director said.

“A billboard with an inbuilt fridge and temperature gauge has never been done before in this country – and I’m really pleased that VMO was able to create and deliver this fantastic brand activation for Arnott’s.”

Claire Kesby-Smith, marketing manager for Arnott’s Tim Tams said: “We’re thrilled to have used an innovative idea and market-leading technology to amplify the launch of our second-year partnership with Gelato Messina. The collaboration of key stakeholders VMO, Wavemaker and TKT were testament to the success of the product launch, along with a strong activation concept which linked closely with the product proposition.”

Last year’s collaboration between Gelato Messina and Arnott’s saw Choc Mint, Salted Caramel & Vanilla, Coconut & Lychee and Black Forest Tim Tams available. This year’s campaign will feature Choc Cherry Coconut, Iced Coffee, and Turkish Delight flavours from the February 5.


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