0
reached through DOOH
0
recognised Arla as the brand behind the campaign
0
of target audience reached through social media
0
social media engagement rate
Challenge
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 appreciated and an opportunity for the consumers to really experience - and even taste - what the “farmer’s own” dairy is all about.
Solution
In order to give even more people the opportunity to take part in a kosläpp, we 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 we 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, we created a TVC showing all the joyfully jumping cows with Arla wishing all Swedes a happy summer.
Result
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.
UNO playground object fights against loneliness
Posterscope created the UNO ‘Let’s play along’ playground for primary schools to fight loneliness among children and to raise awareness for this underexposed problem. It helps connect lonely chi...
Crisp, the online marketplace
Crisp is the online marketplace for everyone who wants better everyday food. Crisp is on a mission to make better food available for the many. Crisp focuses on super fresh and seasonal food, dir...
Albert Heijn Christmas 2019: Consistency and focus
How a strong focus has led to the highest daily turnover in the history of Albert Heijn.
iProspect: Tele2
Snapchat is the channel to make selfies. Tele2 wants to magnify this behavior and celebrate it exuberantly, to show the whole of the Netherlands that you can get unlimited unlimited selfies with...
Vizeum: ASN Bank
Based on this insight, an umbrella strategy has been chosen to popularize sustainable banking: making ASN Bank more attractive and more accessible for a broader group.
Snelwegsprookjes
Children are increasingly looking to screens for entertainment in car journeys, so how can we use technology to stimulate children’s imagination while traveling?
For Volkswag...
Carat, The Story Lab, Amnet: Durex
Durex wants to connect with young people through locally developed content and convince them of the importance of safe sex in order to stimulate condom use. Only, safe sex is not a sexy topic. S...
ACHTUNG! mcgarrybowen: Volkswagen
How can we improve the perception of the brand value ‘innovation’ by showcasing all innovation in the newest generation Volkswagen, but without losing the human character that Volkswagen has est...
KLM: iProspect
iProspect and KLM Royal Dutch Airlines are digital partners since 2011. Since then, the activities have grown to 73 markets in 25 different languages. The partnership between
Carat, The Story Lab, iProspect: Microsoft
Carat was asked by Microsoft to introduce Surface Book in the Netherlands. Overall goal of the campaign was to increase awareness and purchase intent for this new laptop, that should lead to a m...
Merkle: Marlies Dekkers
Merkle's collaboration met marlies | dekkers started out as an informal acquaintance with the business of the iconic brand. It grew into a long-term partnership to learn innovation and from each...
iProspect: Action
iProspect developed a test to determine the incremental value of the measured Store Visits. For this experiment we started with the following research question: To what extent can measured Googl...
Isobar, Posterscope: C&A Christmas campaign
Due to the power of the combination of OOH and mobile location data and the variation in message, we have been able to reverse the declining trend in store visits. Secondary objective was to inc...
dentsuACHTUNG! Diageo
The Bar is using gamification to keep track of progress and give aspiring mixologists a sense of achievement. Based on progress, we suggest increasingly advanced cocktails and introduce new tec...
Posterscope, Carat and isobar: C&A
Activating store visits by working with a unique hyper-location technology partner, we built an integrated solution that combined OOH with mobile programmatic.
Carat: Diageo
Carat: Arla
Activating positive sales and trust in Arla's product by using media channels to emotional and engage the audience.