Oatly
Oatly
The challenge
In what might seem like an already oversaturated market, we had to make a name for the oat milk newcomers in town: Oatly. Oatly was breaking into the Australian market and wanted to steal ‘Share of Voice’.
Their goal was to do this by targeting the portion of the population deemed to be ‘hipsters’.
The TMS solution
We knew we had to communicate with our target audience in their language and on their turf so we started by identifying the ‘hipster-heavy’ suburbs. Then, we placed a range of unique media on unmissable platforms and used language that spoke to our ideal customer. These garnered a lot of “Hey… *nudge nudge*… look at that” from passers-by.
Our main mediums were a range of different street poster buyouts and murals. Murals were placed in high-traffic cities and painted in real-time, creating even more hype and curiosity around Oatly as the brand quite literally unfolded in front of people’s eyes.
The TMS solution
We knew we had to communicate with our target audience in their language and on their turf so we started by identifying the ‘hipster-heavy’ suburbs. Then, we placed a range of unique media on unmissable platforms and used language that spoke to our ideal customer. These garnered a lot of “Hey… *nudge nudge*… look at that” from passers-by.
Our main mediums were a range of different street poster buyouts and murals. Murals were placed in high-traffic cities and painted in real-time, creating even more hype and curiosity around Oatly as the brand quite literally unfolded in front of people’s eyes.
