Where is my TimTam? the awesome camouflage pack

Being a regular YouTube users and sweet addict, I came across the following video recommended by my favourite site - Mumbrella. 

This video is part of the ‘Truly, Madly Tim Tam’ campaign, releasing on the 13rd August 2012 that demonstrate how to camouflage a packet of Tim Tams to avoid them getting found and eaten. This Tim Tams Camouflage packs were inspired by the imaginations of passionate Facebook fans.

Now, this video has received over 47,100 YouTube views, and 3,981 Facebook 'likes’ and 1,896 Facebook 'shares’ within a short period of time. 

I personally like how the choices of different setting or method TimTam had provided: 

a)   Book cover

-       Perfect for keep on the book shelves or in the racks

b)   Pencil case

-       Convenience to store in a desk drawer

c)    Chopped sprouts

-       Ideally for those who loves their TimTam cold

Although this camouflage method might not be long lasting, as they require significant effort, especially time to print, cut, paste, and hide. Additionally, people who can manage to find or detect them, might not work for the second time if the same people encounter the same situation. (Let say, your little brother has found them from whenever you try to hide them, he definitely will be extra aware and alert for the next time, thus the possibility of him finding this ‘hidden treasure’ is close to 100%!)

There are two different viewpoint on this. Majority of public was amazed and love the idea; a small number demanded that this amazing idea should be invented earlier (I was one of them! What about you?). However, numerous responses on Facebook and YouTube claimed that, there is actually no need to hide the TimTams as they most likely will be gone - already eaten by the TimTams lover before they want to keep them!

Despite of this camouflage method might not work, or less likely to be effective for the latter group, (majority of) their positive response on Facebook and Youtube already reflects their massive addiction towards Timtams, particularly the unique love Aussies have for TimTam.

In conclusion, this video has been a huge success with a creative, unique and innovative advertising concept in using social media tools (Facebook & YouTube) at a low budget but definitely effective enough to generate public interest and interaction among internet users. They uses personalised advertising, mainly targeted at those Tim Tams lovers (brand loyal), place more focus on social engagement, and  aimed at getting people to talk amongst themselves about the product.

One last important note to share (from Chris Brown of DDB Group - the principal advertising company for Tim Tam’s parent company Arnott’s):  

The key to social creativity is material that is social and shareable.

My personal perspective:  

Social + Shareable + Personalisation 

= Consumer would start doing advertising and marketing for the company

= Success in social media!  (like Coca Cola’s share a coke!)

Link to download these ‘camourflage’ packages.

This TimTam video have successfully caught my attention and interest to follow exactly what they have suggested. Unfortunately, their methods do not work on me, it took few seconds for my sister (a 25 yo working adult) to found out as soon as she sees them laying on the book shelf at our house because the paper cut out looks indeed unreal that actually draw more of her attention and curiosity to grab the 'book cover' that i recently just placed on top of the shelf. 

what do you think about this marketing method? does they seem to be attractive to you at first but feeling just mehhh, blehhh *insert any possible neutral or negative thoughts here* later on. i would appreciate if you can drop a comment below (and i will definitely visit your site as a return!) :D