Youth Research Partner Taboo Group of Australia presents case studies from Cadbury, Telstra Sensis and Foster's Nelson

2. ABOUT TABOO...
The Taboo Group, Est. 2000
Independent marketing & communications agency specialising in youth culture & non-
traditional media
Our motivation & success comes from consumer insight, strategic intuition, client
collaboration & teamwork
Our goal is to generate value creating solutions for consumers through engagement &
interaction & for clients through results on marketing objectives
Ultimately, Taboo bridges the gap between brands & youth

3. THE TABOO ARSENAL MARKETING STRATEGY
GUERRILLA MARKETING DIGITAL
AMBIENT MEDIA PUBLIC RELATIONS
EXPERIENTIAL MARKETING SOCIAL MEDIA
ASSISTED DISCOVERY DESIGN

4. THE TABOO TEAM
ANDREW MACKINNON RICHARD HACK REECE HOBBINS
MANAGING DIRECTOR STRATEGY DIRECTOR CREATIVE DIRECTOR
MIA SARIS RACHEL SERVICE ANDREW RANGER
ACCOUNT DIRECTOR PUBLIC RELATIONS DIRECTOR GUERRILLA INNOVATIONS
EMILY MASLEN MADDY NAYLOR MARRE MUIJS
EVENTS MANAGER ACCOUNT MANAGER ACCOUNT MANAGER
HEATH LOCK TOBY MACLACHLAN MAX COLES
ACCOUNT MANAGER COPYWRITER/CREATIVE DESIGNER
JEREMY RYAN
BRAND AMBASSADOR

5. CADBURY DAIRY MILK
A GLASS & A HALF FULL PRODUCTIONS
Cadbury’s Global Innovations Team approached The Taboo Group to assist with an exciting
research & development project for the hallmark brand Cadbury Dairy Milk.
The challenge: ‘What do Cadbury Dairy Milk chocolate blocks look like in 2015?’ & ‘How to we
revitalize Cadbury Diary Milk positioning for youth?’
Alongside with agencies across the globe, Taboo set about mapping the future of one of the
world’s most beloved products. The resulting strategy & BIG idea was selected as Cadbury’s
chosen direction over those presented by any other agency.

6. TELSTRA: SENSIS
OBJECTIVES
Increasing youth culture awareness about core products & value propositions
Driving trial & adoption through peer & social networks
Establishing relationships with youth early adopters of technology & culture

8. TELSTRA SENSIS
POP UP EVENTS
Extreme experiences - the best events thrown exclusively for Sensis’ youth ambassadors, followers & to
promote WhereIs & CitySearch. Leveraging positive event & experiential lifestyle associations (music,
fashion, art). Always unique pop-up venues, a new discovery, a rare experience.
URBAN LEGENDS
Sensis ambassadors, youth opinion leaders, nightclub & bar promoters, citizen journalists use Sensis
services & influence their wider networks of friends & followers to join the WhereIs network & CitySearch
Facebook groups.
TICKET BOOTHS
Tickets to upcoming music & festival events (50-100) distributed via pop up booths with an alert sent out to
inform people of its whereabouts. Booths will hand out tickets for free – first in best dressed – then disappear
again when run out, ‘til next time. Only available via WhereIs maps.

9. FOSTERS: NELSON
Taboo were asked by CUB to create & launch a new beer based on the philosophies of a non-traditional
approach.
We welcomed feedback both good & bad, because that’s what it was all about; a beer that had a look, taste
& feel influenced by those who drink it. In total nearly 8000 individuals experienced batch #15, with well
over half stating they would happily buy the product.
Joining forces with artists of all genres, the beer has been a quiet sponsor of fashion, music, & art events.
With several collaborative projects planned (& a couple already in motion) the beer has a clearly single-
minded focus: to partner with, and build a platform for local creative talent.
This brown bottled, white capped, unnamed, unbranded, swing-tagged beverage quickly became the talking
point of gallery openings, fashion events, in-store celebrations & house parties across Melbourne.

11. SOCIAL MEDIA: NELSON
Taboo propagated the viral seeding of Nelson Beer through social media communications.
Global citizen journalists were targeted with a specifically tailored campaign comprising personalized
material illustrating the brand idea.
The combination of online and face-to-face activations has seen the brew gain international acclaim with
chatter about the beer spreading across social bookmarks, Facebook, blogs such as Lovely Package and
Twitter.
This approach to publicity served not only to mark the initial launch of Nelson, but also educated the public on
the unique nature of the project thus encouraging consumer driven Brand Hijacking.
Total Audience Exposure: 4.6 million worldwide

13. CONTACT
VISIT www.taboo.com.au
CONTACT THE TABOO GROUP
5 OXFORD ST
SOUTH YARRA
VIC 3141
AUSTRALIA
+61 3 9827 7844

14. Download Charts, Data and Stats on
Youth Mobile Culture
http://www.MobileYouthReport.com