reached through DOOH
recognised Arla as the brand behind the campaign
of target audience reached through social media
social media engagement rate
Arla wanted to strengthen their position as a local brand that truly cares about their cows.
However, it’s not enough to just say that Arla is the “farmer’s own” dairy, consisting of farmers all over Sweden. Arla needed to show some proof. So how could they prove local relevance whilst increasing reach at the same time? The answer: a media strategy reflecting Arla’s local presence with kosläppet as the catalyst.
Kosläppet is an annual event in the springtime when the farmers release their cows to pasture. It is highly anticipated and an opportunity for the consumers to really experience - and even taste - what the “farmer’s own” dairy is all about.
In order to give even more people the opportunity to take part in a kosläpp, Carat used innovative media solutions in combination with broad reach media to create a comprehensive media campaign.
120 adverts in local dailies invited local residents in each town to the kosläpp nearest to them. A Facebook event invited a broad audience to take part in the first ever Facebook Live-broadcasted kosläpp. And through digital out of home Carat also took kosläppet all the way to the city centre on screens both above and below ground.
To wrap it up, once all the cows had been released, Carat created a TVC showing all the joyfully jumping cows with Arla wishing all Swedes a happy summer.
68% of all 18-64 year olds observed the campaign.
74% agreed with the claim ‘Arlas cares about their cows’ wellbeing.’
82% of those reached recognised that Arla was the brand behind the message.
6000+ watched the Facebook Live-broadcasted kosläpp - the live stream post reached 1.4M people organically.
The campaign earned a 4% social media engagement rate.
And, of course, over 170,000 people visited the kosläpp.
TV and Radio Common Broadcasting
Strategic design for digital customer care
Transforming digital customer interactions by designing a new customer portal for a major public utilities provider
Increasing engagement with digital banking
Global digital consolidation and relaunch
MTU/Rolls-Royce Power Systems
Boosting efficiency using Design Sprint
Merkle: Magpie a 100% AI-Driven Multi-Channel Marketing C...
Vigyél Haza Foundation - 1% Campaign
Golden Effie award in category „Social Purpose Campaigns”
BelVita bus stop branding for Mondelez
Unique OOH solution to demonstrate product benefit
IKEA - Interactive citylight
A uniqe solution to demonstrate IKEA’s environmentally friendly products
Granny Erzsi’s „bejgli” chatbot for Vénusz
„The best digital tool in 2018 in Hungary” (DMBP)
D&G Light Blue OOH campaign
In today’s rushing world OOH cannot catch everyone’s attention. Hence we go for that attention on mobile platform, too.
OMV - Infotainment videos
MaxxMotion Vlog of Gábor Wéber
Burger King – Home made skinned potato launch campaign
How do you introduce a „home made” food with a digital campaign for a fast food brand? By getting the support of a granny.
Provident Content Marketing Strategy
How to boost organic traffic to a financial services website with content marketing tools?
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
dentsu X: Sberbank
dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.