Campaign

Oatley

Aug - 2021
Product
  • Billboards
Features
  • Eye-catching creative
  • Location based
  • Innovative
Category
  • FMCG

Objective

Launch Oatley Milk into the New Zealand market, quickly building brand and product awareness and driving talkability.

Approach

To ensure Oatley Milk was on everyone's lips at launch, Oatley booked two Static Large Format sites in the heart of Auckland CBD. The two sites, one booked via JCDecaux and one via another supplier, are in close proximity to each other and allowed Oatley to run a long-form copy creative split across both panels.

Execution

Oatley Milk cleverly used the two Large Format sites to say everything they needed to say about the brand's arrival in New Zealand, from providing a link to its sustainability report to a give-away of 50 free oat flat white's per day to people who noticed (and read) the copy. The campaign broke all the golden 'rules' of Large Format creative and in doing so made headlines in industry publications across the Tasman.