3D Special Build for Arla Lactofree Wins Top Place in OOH Effectiveness Study

Image credit: Ocean Outdoor

A 3D out of home (OOH) installation created by Arla in collaboration with Carat, Zeal Creative, Ocean Outdoor and MediaCo has taken the top spot in a consumer study measuring the effectiveness of OOH advertising formats. 

According to the latest edition of Kantar’s ‘The Works’, Arla achieved the strongest results for its Lactofree installation which appeared at the Pump Station, Westfield London.  

Arla’s 3D special build scored the highest partly due to the 3D element of the activation which featured a giant Lactofree milk carton protruding beyond the confines of the OOH location.  

A first of its kind, the billboard incorporated a fountain of real liquid, creating the illusion of lactose-free milk being poured from the carton spout into a glass.  

Kantar’s study asked 750 consumers to provide thoughts and feedback on top OOH ads over a given period.  

Many respondents cited Arla’s “eye-catching” execution as the reason for its effectiveness. 

The ad landed in the top 5% of all ads for its power to convey the lactose-free message. 

The installation featured in the top 15% for being distinctive. 

The prominence of the name resulted in branding being in the top 40% of UK ads. 

37% of people said they would definitely tell other people about the ad. 

The Kantar insights study was produced in association with Marketing Week and the Advertising Association’s Trust Working Group. 

Managed for the brand and agency by Ocean Labs, the special build formed part of Arla’s Lactofree Freedom to Embrace campaign which included sampling and the launch of UK’s first lactose-free café in West London. 

Customers were directed to the brand’s website housing a range of lactose-free recipes. A supporting social media campaign encouraged consumers to experience the ‘good feeling’ of the Arla Lactofree range. 

98% of the materials used in the 3D special build were recycled.