reached through DOOH
recognised Arla as the brand behind the campaign
of target audience reached through social media
social media engagement rate
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 anticipated and an opportunity for the consumers to really experience - and even taste - what the “farmer’s own” dairy is all about.
In order to give even more people the opportunity to take part in a kosläpp, Carat 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 Carat 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, Carat created a TVC showing all the joyfully jumping cows with Arla wishing all Swedes a happy summer.
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.
Dentsu: Canon Color Blind
Created by Dentsu Brasil, the initiative uses the Canon Mega Tank print test to help parents and teachers detect the first signs of color blindness in children.
Dentsu: CupNoodles 26+1
To escape the curse, Cup Noodles®, modify the campaign in celebration of Brazil's 27th anniversary.
Gotsui Wasabi Strengthens Nissin's Asian Flavors
NISSIN Hires Japanese Series Star in New Campaign
NBS: Hashtags of Art
NBS's Creation Language for Museum
Isobar: Budweiser EUA
Budweiser celebrates Jackie Robinson's 100th birthday with "Impact," a short film about the legacy of an American legend directed by Spike Lee.
Dentsu: Nissin Apology
Nissin President apologizes to Brazil: “Can't cook the perfect lamen”
mcgarrybowen: Hack the City
The documentary series presents a trajectory of personalities challenged to find solutions to existing problems in the city and solve the problems of technology.
mcgarrybowen: Hack the City
Documentary series presents the trajectory of personalities challenged to find solutions to existing problems in the city and solve them through technology.
isobar: News that matter
People use to click on any news just because have celebrities in it.
We use this fact to show that their click can be useful and help those who need it.
Hear Her Voice
An unprecedented study by Grupo DAN on the relationship between female entrepreneurship in Latin America and the strength of new technologies.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
dentsu X: Sberbank
dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
Collection of five books with inspiring accounts of five entrepreneurs who live and work on the outskirts of São Paulo (SP). The work is the result of a partnership between NBS SoMa - Social Mar...
GoalKeepers17: Rallying around Global Goals
As part of the UN's Common Ground initiative, all of its members have committed to raise awareness of its Sustainable Development Goals amongst businesses and consumers.
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.