The Monkeys have taken Oak to the media platform where its target market lives, Snapchat, with a social media campaign that uses the online game format its target market loves.

To prove that Oak is the best cure for hungrythirsty, the agency created the 1 second coupon. Users have to take a screen grab of the coupon within one second to prove they are not hungrythirsty. Go on, try it. A free Oak is the carrot dangling overhead just out of reach. The Monkeys are betting (probably safely) that the young Oak fans who are making mobile game companies very rich and insanely famous, will be egging each other on to keep trying what is a near-to-impossible task.

Failure means that hungrythirsty is lodged in the user’s brain, they are told. Fans who are too slow to react will get a follow up Snap instructing them to rid themselves of hungrythirsty before their next chance to prove they’re not hungrythirsty the following day. Using Snapchat’s screenshot notifications, the agency is able to validate all coupons and prevent cheating.

The Monkeys creative director, Morten Halvorsen, commented, “Oak is incredibly popular among the Snapchat generation, so we want to do something special for the launch of its Snapchat account.”

“Not only does it attract people to follow Oak on Snapchat, but it also dramatises the product benefit by simply using the application’s infamous functionality.”

Campaign Credits 

Client: Parmalat

Agency: The Monkeys

Executive creative director: Scott Nowell

Interactive creative director: Morten Halvorsen

Art director: Alice Schofield

Copywriter: Anthony Campagna

Planning director: Michael Hogg

Interactive planning director: Grant Flannery

Senior interactive producer: Alastair Reilly

Content director: Katie Wong-Hee

Content manager: Lauren Shelley

Social media manager: Kate Piatek

Community manager: Ali Gee

Executive digital producer: Sabrina Riedel

Digital designer: Lorraine Costello