Adconion Media Group’s branded content company RedLever and Starcom Mediavest create a breakthrough augmented reality game

Taste Invaders ‘Moove’-Rs and (Milk) Shakers a huge success!

Lion’s milk brand Moove is celebrating the successful launch of its exciting, new life-sized augmented reality game Taste Invaders. The game, which was devised and developed by RedLever, Adconion Media Group’s content and production company, working with Starcom Mediavest Melbourne, ran over the weekend at Circular Quay, Sydney.  The game will soon move on to Perth and Melbourne, alongside the wildly popular giant sculptural ‘Mphones’ installation devised by AJF as part of the promotional activities for Lion’s milk brands - Big M, Moove and Masters.

Taste Invaders is an interactive fun game using unrivalled augmented reality technology that is truly distinctive to the Australian market. Massive 103” plasma screens are used in each city’s outdoor installation with players trying to catch as many falling Moove cartons as possible, with only the aid of a butterfly net, all whilst listening to summer sounds being pumped out from the giant, fully functioning ‘Mphones’.  In Sydney over 500 players successfully used the enormous plasma screens, manoeuvering themselves into position to catch a deluge of virtual cartons as they fell from the heavens. Tyler Atkins, The Amazing Race winner, is the host for each game location. Players compete to win prizes and enjoy the chance to sample the new Moove flavour milk.

Alex Littlejohn, President APAC of Adconion Media Group said “We've structured Adconion to provide an integrated approach allowing advertisers to reach their target consumer at all stages of the marketing funnel. We bring breakthrough ideas from RedLever providing the ultimate in brand advocacy and multi channel distribution across our Joost and Adconion Direct platforms. With Taste Invaders, 3M's will get a 360° view of their target audience, real life consumer interaction with their brand and an integrated digital campaign."  

Mark Campbell, Head of Strategy of RedLever broke new ground in the UK with ideas that deeply integrate brand objectives with unique content initiatives. Campbell says, “This has been a dream project, as it's in keeping with our approach to deliver highly innovative and engaging content solutions that are simple and effective for both the client and consumer.  Working with Starcom Mediavest and Lion has been a true partnership, they have been willing to push into new areas.” 

Anna Camuglia, Group Business Director of Starcom Mediavest commented that RedLever have been an awesome partner enabling the delivery of a brand experience which 18-24 year olds would find interesting and importantly participate in.

“Given the brand lifestage we really needed to amp things up and demonstrate that we are a contemporary youth brand, it made sense that combining fun and technology should be core to the idea," said Camuglia.

Filmed content from the Taste Invader event, produced by RedLever will be distributed across Adconion’s brand advertising platform, Joost, reaching nearly 2 million target consumers. The content has already been released online on Facebook and YouTube. The campaign is being supported with call-outs on Nova radio.

Agencies involved:

- RedLever – creator and producer of Taste Invaders

- AJF – creator of the ‘Mphones’ sculpture created from over 40,000 cartons of Moove

- Starcom Mediavest Melbourne – Lion’s lead advertising agency


About RedLever

RedLever is a creative powerhouse production company that combines great ideas with strategic media thinking, bringing it to life through filmed content, events and digital production. From the drawing board to product delivery, RedLever’s reputation is based on its team of highly dedicated specialists from the world of creative and media strategists, digital designers and producers; and film directors and producers.

As a wholly owned division of Adconion Media Group, RedLever is also able to provide unrivalled digital distribution solutions to create truly innovative and interactive brand-to-consumer connections.


About Adconion Media Group

The Adconion Media Group ( operates one of the largest multi-channel digital distribution platforms, with a potential reach of 687m unique users monthly across display, video, social and email. This reach corresponds to more than half the global online population.

 Adconion Media Group opened its doors in Australia in 2007 and has quickly established its position as one of the fastest growing converged digital media organisations in the country, capable of connecting advertisers, brands, publishers and content owners with the right audience at the right time, through the best possible channel for an optimum, measurable result.

 Adconion has 27 offices serving 18 countries around the world. It is a member of the Interactive Advertising Bureau (IAB), is one of the first companies to be IAB certified with its unique Ad Networks & Exchanges Quality Assurance program in the US and is a founding member of IASH Europe.

 The Adconion logo is available at