Arla Promo E-KON by TBWA Stockholm

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Industry Cheese
Media Promo & PR
Market Sweden
Agency TBWA Stockholm
Creative Director Tony Högqvist
Copywriter Johannes Ivarsson
Designer Alexander Radsby
Producer Sofia Jönsson, Sara-Lee Rost
Photographer Björn Qvarfordt
Released February 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: ARLA
Product/Service: COTTAGE CHEESE
Date of First Appearance: Feb 4 2010 12:00AM
Entrant Company: PERFECT FOOLS, Stockholm, SWEDEN
Entry URL:
Brand Manager: Hanna Skuncke (Arla)
Web Director: Måns Ulvestam (Waters Widgren \ TBWA)
Agency Contact / Project Manager: Ylva Windolf (Waters Widgren \ TBWA)
Account Director: Per Olholt (Waters Widgren \ TBWA)
Copywriter: Johannes Ivarsson (Waters Widgren \ TBWA)
Art director: Enis Pupulek (Waters Widgren \ TBWA)
Photographer: Björn Qvarfordt
Creative Director: Tony Högqvist (Perfect Fools)
Technical Director: Fredrik Stutterheim (Perfect Fools)
Designer: Alexander Radsby (Perfect Fools)
Developer: Cristoffer Övergaard (Perfect Fools)
Producer: Sofia Jönsson (Perfect Fools)
Producer: Sara-Lee Rost (Perfect Fools)
Account Manager: Tony Sajdak (Perfect Fools)
Photography: Martin Nisser
Media placement: Web site - Online - February 4 2010

Describe the objective of the promotion.
Milk the E-cow promotes the launch of Scandinavian dairy Arla's new KESO ecological cottage cheese.

Describe how the promotion developed from concept to implementation
All of Arla’s ecological cottage cheese is produced on the same farm in southern Sweden. We wanted to create a back-to-nature, hands-on experience that lets visitors see part of how ecological cottage cheese is produced. And what’s more hands on than actually milking an E-cow?

Describe the success of the promotion with both client and consumer including some quantifiable results
We needed to spread the site and the message about cottage cheese, with no bought media or media placement. The campaign wrapped up with 300% more visitors than expected and enjoyed massive spread on Twitter and other social spaces, with infamous quotes like: ”Just milked 3dl on the E-cow. Going home to cry in the shower.” In addition it also earned significant exposure in the mainstream Swedish press. Thanks to all of this, the first 2000 free KESO samples were distributed by the third day of the campaign.

Explain why the method of promotion was most relevant to the product or service
The E-cow proved to be something people wanted to play with, send to their friends and even talk about. But at the same time it was highly relevant to the product. Milk 3dl, the same amount it takes to create a real package of KESO, and you get a real package as reward.