Overview

To launch Oatly Matcha in Warsaw, Oatly set out to do more than introduce a new product—it wanted to create an experience that embodied the brand's playful, unconventional personality. Rather than relying on traditional advertising alone, the campaign transformed everyday city streets into moments of surprise and discovery, encouraging consumers to engage with the product in an unexpected way.

Partnering with billups, Oatly reimagined static Out-of-Home media as a live activation, using interactive murals, hidden performers, and product sampling to create memorable brand experiences that blurred the line between advertising and entertainment.

Campaign Highlights

Market: Warsaw, Poland

Primary environments: Street-level murals and high-footfall urban locations

Audience focus: Urban consumers, Gen Z and Millennial audiences, and curious pedestrians open to discovering new food and beverage experiences.

The Challenge

Launching a new product in today's media landscape requires more than visibility. Consumers are surrounded by advertising across every channel, making it increasingly difficult for new products to capture attention and inspire action.

For the launch of Oatly Matcha, the objectives were to:

• Build awareness for the new product launch.

• Encourage immediate product trial.

• Create memorable, shareable brand experiences.

• Extend campaign impact through organic social conversation and earned media.

The goal was to turn everyday urban environments into immersive brand moments that invited consumers to experience Oatly Matcha firsthand.

The Solution

billups developed an experiential Out-of-Home activation that transformed traditional murals into interactive live experiences.

At first glance, the murals appeared to be vibrant pieces of street art. Hidden within the artwork, performers blended seamlessly into the design before unexpectedly stepping forward to greet passersby and offer chilled samples of Oatly Matcha.

The unexpected interaction elevated a static media placement into an engaging brand experience, reinforcing Oatly's disruptive brand personality while creating authentic moments of surprise.

Key elements included:

• Interactive mural activation featuring live performers concealed within the artwork.

• Chilled Oatly Matcha sampling integrated directly into the consumer journey.

• High-footfall street locations selected to maximize engagement.

• A creative concept designed to encourage organic social sharing and earned media.

  
  

The Execution

The campaign transformed eye-level murals into immersive brand experiences that invited consumers to stop, interact, and taste the product.

Rather than simply delivering a message, the activation encouraged participation. The reveal of hidden performers created genuine moments of surprise, while product sampling allowed consumers to immediately connect the experience with the new Oatly Matcha offering.

The experiential approach successfully combined creative storytelling, product trial, and street-level engagement within a single Out-of-Home execution.

Campaign details:

• Brand: Oatly

• Campaign: Oatly Matcha – Warsaw Mural

• Channel: Experiential Out-of-Home

• Region: EMEA

• Market: Warsaw, Poland

The Results

The activation demonstrated how experiential Out-of-Home can transform traditional media into memorable brand experiences by combining creativity, interaction, and product discovery.

The campaign successfully delivered:

• Live consumer engagement through interactive mural experiences.

• Immediate product trial via chilled Oatly Matcha sampling.

• Strong opportunities for organic social sharing and user-generated content.

• Increased brand visibility through earned media and street-level conversations.

The campaign reinforced Oatly's playful brand identity while demonstrating how experiential OOH can create meaningful consumer interactions that extend well beyond the physical placement.