The One Show
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Category
Craft / Writing
Annual ID
OS22_OH059M
About the Work
Experts in out of home say a billboard shouldn’t be more than 6 words long. And while rules are made to be broken, we can at least all agree that a billboard should DEFINITELY not have 523 words and include a direct response offer.
Except ours did – and it worked really well.
The Long Copy Billboard by Oatly (the oat drink people, not the sunglasses company) was born out of response to a tiny budget for an equally tiny country (New Zealand). We attempted to tell the entire Oatly story on a single billboard in Auckland. And if people read until the end, they were rewarded with… well, half an offer for a free oat cappuccino. To read the other half of the offer, they had to find a second billboard over a kilometer away, which directed them to the café promoting the offer.
We’re not convinced people located and fully read both billboards. But someone did, and they must have told a lot of friends. Because each day of the offer, there were long lines in the café and the free oat drinks a day were gone by midday.
Except ours did – and it worked really well.
The Long Copy Billboard by Oatly (the oat drink people, not the sunglasses company) was born out of response to a tiny budget for an equally tiny country (New Zealand). We attempted to tell the entire Oatly story on a single billboard in Auckland. And if people read until the end, they were rewarded with… well, half an offer for a free oat cappuccino. To read the other half of the offer, they had to find a second billboard over a kilometer away, which directed them to the café promoting the offer.
We’re not convinced people located and fully read both billboards. But someone did, and they must have told a lot of friends. Because each day of the offer, there were long lines in the café and the free oat drinks a day were gone by midday.
2022 Awards
Total Points: 3
Merit
Credits
Internal / In-House Agency
Oatly Department of Mind Control / Malmö
Art Director
Björn Lindén
Copywriter
Ida Backman
Creative Director
Kevin Lynch
Graphic Designer
Petra Hassler
Social Media Manager
Emma Bratthäll
Project Manager
Jennie Östholm
Barista Market Developer
David Lincoln
Barista Market Developer EMEA
Toby Weedon
Community Manager
Emelie Meisner
Mårten Vennelin
Community Manager Consultant
Gen Stamp
Media Strategist
Maja Wasilewska
Sheena Pun
PR Manager
Fredrik Elisson
PR Team Lead EMEA
Erica Wigge
Production Manager
Lisen Axelsson
Project Manager Social Media
Anni Tjebbes
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