Thursday, January 25, 2007


Sam Kekovich’s latest outing for Lamb has proven to be a runaway success online.
Created by BMF, Sydney, his latest incarnation as leader of the Australia Day Party asks people to visit the unique site
Says Warren Brown, BMF’s Executive Creative Director: "We wanted people to have even more fun with Sam and Lamb this year, so an online element was naturally the way to go with the campaign”.
The site features the TVC, Sam’s blog, Sam’s quiz, posters and various downloads.
In just eight days, since Sam’s 3-minute roadblock address to the nation, there has been:
A total of 52,804 visits to the site at a cost of just 24c each
A return rate of 1.5 visits per user
An average viewer spending 8 minutes and 18 seconds with the site
The TVC has been downloaded 38,530 times
Sam’s quiz has been played 20,380 times.
In all, the total time people have spent interacting with Sam and Lamb online, is a massive 276,982 minutes in just eight days.
With no other online support such as Search Engine Marketing or banner ads, Brown says this shows the effective power of the TV commercial and its ability to drive consumers to engage with the brand.

Executive Creative Director: Warren Brown
Copywriter: Dennis Koutoulogenis
Art Director: Dale McGuiness
Account Management: Sarah Crane, David Flanagan, Julie Burke
Strategic Planner: Gerry Cyron
Interactive Team: Justin Hind, Chris James, Anna Kismet, Yas Nakano
Director: Trent O’Donnell, Jungleboys
Producer: Jason Burrows, Jungleboys
Sound: Barry Stewart – Sound Reservoir
Client: Meat & Livestock Australia


Anonymous Anonymous said...

Sorry, but realistically,from what I've heard, 52,000 odd hits is actually not terribly successful. I don't have the stats, but compare that to hits on the 'big ad' site- and even that was not regarded as mega. I'm sure some of the online boys will put us straight.

I know this could be seen as slightly knocking BMF- but it's not, it's valid comment and interesting discussion point as to what would rate a success. So please publish it anyway.


2:07 PM  
Anonymous Anonymous said...

Wowee, it's all just so MEASURABLE!

5:03 PM  
Anonymous Anonymous said...

remember a kid with no money and a camera can get up to a million viewings on yoututbe. and we as ad guys struggle to get 60 000 visits.

7:03 PM  
Anonymous Anonymous said...

compare this to the m&m viral campaign in the states where they had 41,000 per hour this seems a bit inconsequential.Sorry but they seem like they are flogging a dead horse with this one personally I'm bored with the ads especially the 90 second one that was painful ..

Come on guys you can do better then this time to use something else to sell lamb

6:32 AM  
Anonymous Anonymous said...

Sam's looking a bit porky. Must be all that meat.

3:02 PM  

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