REMOTE MASSAGES FOR ORGANIC COWS

ClientBIO SUISSE
Category B04. Use of Ambient Media: Large Scale
TitleREMOTE MASSAGES FOR ORGANIC COWS
Product/ServiceORGANIC MILK
Entrant THJNK Zürich, SWITZERLAND
Idea Creation THJNK Zürich, SWITZERLAND
Credits
Name Company Position
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
Hastings Hastings Sound Studio
Peter Döbeli Konnex Owner
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 Execution

With 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.

Results

The 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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