| Title | LONDON TAKEOVER |
| Brand | OATLY |
| Product/Service | OATLY |
| Category |
B03. Use of Print / Outdoor |
|
Entrant
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Idea Creation
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Idea Creation 2
|
OATLY DEPARTMENT OF MIND CONTROL Malmö, SWEDEN
|
|
Media Placement
|
STARCOM London, UNITED KINGDOM
|
|
Production
|
OATLY DEPARTMENT OF MIND CONTROL Malmö, SWEDEN
|
Credits
| Martin Ringqvist, John Schoolcraft, Ida Backman |
Oatly Department of Mind Control |
Copywriters |
| Lars Elfman |
Forsman & Bodenfors |
Art Director |
| Michael Lee, Björn Lindén |
Oatly Department of Mind Control |
Art Director |
| Christoffer Persson |
Forsman & Bodenfors |
Designer |
| Tinny Ohlsson |
Oatly Department of Mind Control |
Project Manager |
| Jennie Meyer |
Forsman & Bodenfors |
Account Executive |
| Andreas Granath |
Oatly Department of Mind Control |
Media Specialist |
| Sara Hansson |
Oatly Department of Mind Control |
Social Media & Commercial PR Manager |
| Petra Hassler, Kristoffer Hiller |
Oatly Department of Mind Control |
Original |
| Alice Gosnel |
Oatly, UK |
Marketing Manager |
Why is this work relevant for Media?
The media placement was handpicked in the Shoreditch area and each location had its own tailored message.
Background
Every year, baristas from all over the world gather for one week in Shoreditch, London to attend the London Coffee Festival.
Describe the creative idea/insights
This year, they were exposed to a massive outdoor campaign promoting Oatlys’ Oat Drink Barista Edition. Each unit in the campaign had its own tailored message, visible to the Baristas on their way to the festival.
Describe the strategy
Our target audience were regular Londoners as well as bearded and non bearded baristas, an important tester of our Oat Drink Barista Edition. We know they love coffee as much as we do and won’t serve anything but great products.
Describe the execution
A massive outdoor campaign with posters, murals and ads looking like street art. We also served Oatmilk latte at the festival, threw a huge opening party at Kachette and handed out free samples of Oat Drink Barista Edition at Boxpark.
List the results
During the campaign, we saw a 19 % uplift in sales of Oat Drink Barista Edition (vs. the three weeks immediately before). We didn’t run any price promotions on Oat Drink Barista Edition these weeks so the growth is based on regular pricing, making it easier to link back to the campaign. The week of the campaign was also our strongest week of sales ever of Oat Drink Barista Edition at that point.
Source: Oatly Sales Department