MAXIBON Man-Chew | 2011 IAB Awards Winner

Posted by IAB Australia On July 28, 2011 Research & Resources


2011 IAB Awards | Cross Platform Integration Winner

Agency: Publicis Mojo Melbourne
Client: Nestle Peters Ice Cream

Aussie ‘Lickers’ needed to be turned into manly ‘Biters’ so they could eat more MAXIBON. A big ask. So rather than just tell guys MAXIBON is for ‘Biters’, an actual exercise device that could help them become one was manufactured. The MAXIBON Man-Chew was the first-ever chew toy for men, specially designed to help build up a bite and, ultimately, conquer MAXIBON. The Man-Chew was available to own from a microsite with a MAXIBON product barcode.

On day one of the campaign, the 90 second commercial was 100% viewed more than 1.4 million times on YouTube. By day three, the 4,800 Man-Chews were sold out. So the reserve stash of 100 Man-Chews was pulled out and men were asked to beg for them.

As of April 18th 2011, a total of 1,563 people had pleaded their case at the website. The digital campaign reached over 2.7 million unique browsers and a total of 401,930 interactions from the banners were recorded, with an average interaction rate of 16.7% (industry benchmark: 2.54%). Sales increased 65% in the first week of the campaign and averaged out at 25% in the month following launch. MAXIBON’s market share increased from 13.5% of the Impulse Snacking Segment (pre-campaign) to 24.8% following the campaign.

Judges’ Comments
“This campaign is a lot of fun and does integration effortlessly. The attention to detail makes it special. Strategically it is also true to the product.”


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.