REMOTE MASSAGES FOR ORGANIC COWS
|Category||B04. Use of Ambient Media: Large Scale|
|Title||REMOTE MASSAGES FOR ORGANIC COWS|
|Entrant||THJNK Zürich, SWITZERLAND|
|Idea Creation||THJNK Zürich, SWITZERLAND|
|Alexander Jaggy||thjnk Zürich AG||Chief Creative Officer|
|Pablo Schencke||thjnk Zürich AG||Creative Director|
|Cornelia Hess||thjnk Zürich AG||Art Director|
|Andrea Bison||thjnk Zürich AG||Account Director|
|Mirjam Birrer||thjnk Zürich AG||Project Manager|
|Angela Cristofari||thjnk Zürich AG||Project Manager|
|Isabelle Akermann||thjnk Zürich AG||Planning Director|
|Melanie Schneider||open up||Partner|
|Katrin Schmitter||open up||PR Consultant|
|Ralf Brändli||FRONT||Technology Director|
|Peter Scherz||delighted gmbh||Set Constructer|
|Tobias Wanner||delighted gmbh||Set Constructer|
|Luc Kämpfen||Ferrari Kämpfen||Director|
|Yves Marchon||Yves Marchon||Filmmaker|
|Marco Berto||Konnex||Media consultant|
|Kathalin Suppanz||Konnex||Media consultant|
The Campaign«Make the cow happy. And in turn, the cow will make you happy.» Visitors to a Swiss shopping mall were able to massage dairy cows at the touch of a button using a mechanical cattle brush on an organic farm 50 km away. In real time. The brush on the farm was activated when the button was pushed in the mall. Anyone pressing the button was rewarded with a free sample of organic milk from the cows by way of thanks.
Creative ExecutionWith the mechanical cattle brush, which is modelled on car-wash brushes, we created a spa programme for organic cows. Further, programs were developed specifically for the project to establish a Websocket connection between the sites, meaning that a video signal and the command to start the cattle brush could be transmitted within milliseconds. A total of six film cameras captured the action.
ResultsThe real time direct idea is part of the communication for the biggest Swiss organic label Bio Suisse. During the promotion period the organic milk market grew by 1% whereas the non-organic milk market shrunk by 12% (!). Organic milk not only could hold the high standards but grew another 2% compared to the previous year.
We created a direct connection from the producers of organic milk - the cows - to the customers. Visitors to a Swiss shopping mall were able to massage dairy cows at the touch of a button using an oversized cattle brush on an organic farm 50 km away. In real time. The brush on the farm was activated when the button was pushed in the mall. Anyone pressing the button was rewarded with a free sample of organic milk from the cows by way of thanks. Make the cow happy. And in turn, the cow will make you happy.
In a study we found out that most of the people think purchasing organic food - as most of the environmental issues - has a retarded impact on society. Doing good for future generations, so to say. Which is wrong. We wanted to prove the customers right at the point of sale that every action has an immediate impact on organic farming. In this case even in real time, by activating a oversized brush in milliseconds. We wanted to make them understand that their purchase can really make a difference - now.
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