As part of DDB Group Sydney’s Truly, Madly Tim Tam campaign, fans of the iconic Aussie biccies can take to Facebook to declare their love and personalise ads that run across TV and social media channels.

Through the Tim Tams Facebook page, fans can click through to the Truly, Madly Tim Tam app where they're presented with their name up in lights (an image of a heart-shaped lantern is tagged with your name, automatically retrieved via Facebook). You then have the choice to submit your name and have it appear in a personalised ad. The app also allows you to be notified when the ad is ready.

“Inspired by the imaginations of Tim Tam fans, the first execution of Truly, Madly Tim Tam was all about giving back to the fans who love and own the brand,” says Leif Stromnes, Managing Director of Strategy and Innovation at DDB Group Sydney. “To truly come full circle, it was important that Tim Tam created entertaining content and experiences that people wanted to engage in, be part of, and are passionate about.”

Demographics

Since the campaign aims to capture the imaginations of anybody who loves Tim Tams, there were no specific demographic considerations. “There wasn’t one specific target market for this activity,” says Stromnes. “Tim Tam biscuits are loved by people of all ages right across Australia, and the world. This campaign was designed as a celebration of the love and happiness that Tim Tams creates amongst Australians.”

Channels used

A massive campaign, Truly, Madly Tim Tam takes in the full gambit of media extensions and points at things to come for the Arnott’s brand. “Truly, Madly Tim Tam is a completely integrated campaign touching a full range of channels including TV, PR, Experiential, social media, online, and TV, but the Truly, Madly Tim Tam Orchard is just the beginning,” says Stromnes. “Over the next 12 months, Tim Tam will continue to harness the imagination of fans and develop a range of experiences; events and content that celebrate the unique love Australians have for Tim Tam biscuits.”

A focus on social

DDB Group espouses a firm belief in ideas with inherent sociability. For them, social elements create a deeper level of engagement with brands. It’s no surprise, then, to find them placing a strong emphasis on innovative sociability.

In this regard, the most interesting aspect of the campaign is the interplay between social media and traditional media.

“[The app] allowed us to source content for our TVC, as well as reward our fans by allowing them to create personalised ads to share across their own social media sites,” says Stromnes. “Tim Tam will also be running these personalised commercials across TV and online platforms.”

Integrated Resources

As fully integrated campaign, Truly required a wide range of specific expertise. Resources from the entire DDB Group, including Mango, Tribal DDB, and DDB Sydney worked closely with the Arnott’s Tim Tam marketing team on the original concept. To bring the idea to life, however, a range of specialist and expert council was also engaged.

Aims and Measurements

According to Stromnes, Truly, Madly Tim Tam was conceived purely to celebrate the love and the passion people have for of the Tim Tam’s brand. Brand health monitoring and tracking is being used to measure sentiment towards the brand both pre and post launch.

Outcomes

“We are already seeing a significant spike in fan engagement across our social media platforms,” says Stromnes. “In just four weeks we’ve seen almost 40,000 new Facebook fans join the page (brining our total to over 100,000). Perhaps most importantly, phase one has proven we have a passionate community of fans eager to engage with the brand.”

The brand tracking may only be in its initial stages, things are already looking good for Tim Tam’s social adventure.