2021 Brand Experience & Activation


Product/ServiceBBC FIRST
Category B01. Use of Ambient Media: Small Scale
Entrant PUBLICIS Brussels, BELGIUM
Idea Creation PUBLICIS Brussels, BELGIUM
Production PUBLICIS Brussels, BELGIUM
Post Production PUBLICIS Brussels, BELGIUM
Name Company Position
Eduardo Marques Publicis Groupe Benelux Chief Creative Officer / Creative Director
Karel Vinck Publicis Groupe Benelux Client Lead
Jolien Elegeert Publicis Groupe Benelux Copywriter
Catheline Leroy Publicis Groupe Benelux Art Director
Christophe Van Tricht Publicis Groupe Benelux Creative Designer
Sander Bergmeijer Publicis Groupe Benelux Copywriter
Jan Denys Publicis Groupe Benelux Copywriter
Charles-Elie Chauvaux Publicis Groupe Benelux Art Director
Steef Nijhof Publicis Groupe Benelux Art Director
Mathias Lewis Publicis Groupe Benelux Sound Engineer
Saartje Goris Publicis Groupe Belgium Sound Producer
Tom Garcia Publicis Groupe Benelux Sound Lead
Malgorzata Mazur BBC Marketing manager
Corinna Carlesso BBC Marketing executive

Why is this work relevant for Brand Experience & Activation?

An old milk truck went around 61 different cities in the Netherlands, just like the old days, with music and sound announcements, delivering the best treats a pet owner and their pets could have.


BBC First’s All Creatures Great and Small, a series set in the 30’s about human and animal relations was about to launch. The show has “hero”: the Short Horn Cow. As we discover in the first episode, this iconic landmark of the Yorkshire Dales started to be replaced by cows who produced more milk. But the quality of it was always missed. To launch the show in Holland, world’s 3rd biggest milk consumer, we partnered up with this rare breed of cows to pamper all creatures great and small, and to bring this delicious rare milk back, with some other surprises and treats.

Describe the creative idea (20% of vote)

BBC created treats for both people and animals: a bottle of rare Short Horn Cow Milk for pet-owners and crunchy popcorn-like cookies for their pets. Analyzing Holland’s social (animal fans), demographic and geographic data, we mapped out a route to deliver our treats with an oldschool delivery-truck to people’s doorstep, including influencers and relevant journalists. Pet-owners and their pets could enjoy their popcorn and milk together while watching a trailer dubbed by animal voice-overs, and accessed via a QR code, so even pets could “enjoy” the show.

Describe the strategy (20% of vote)

Using data tools BBC could map out a route based on a very relevant target related to the sho. Beyond that, social data was used to find animal lovers and the main areas where they lived, so the delivery truck could activate them properly. Another list of 100 influencers and journalists were also selected to receive the treats and to amplify the message.

Describe the execution (30% of vote)

The milk truck was data driven to 61 different cities in the Netherlands, delivering the treats to a selected target, during one week. Deliveries occurred from four to eight hours per day. A announcement on the truck speakers, just like the old days, gave the information about its whereabouts. The milkman delivered the treats himself, door-to-door, bringing back the feelling-good simple times.

List the results (30% of vote)

- 5000 deliveries in 61 cities. - +2million social reach. - +996% viewers for first two episodes compared to channel average. - +181% overall channel share.