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The challenge

Oatly’s “Support Your Local Oat Dealers” campaign aimed to drive foot traffic to Oatly-supported independent cafés while boosting the brand’s presence in Australia’s competitive plant-based beverage market. Offering free Oatly coffee via the 1800-OATFIX hotline  marked Oatly’s first hyper-targeted, locally conceived OOH activation in Australia. The challenge was to localize the global brand while ensuring the campaign resonated with local communities and Oatly-supported cafés. It was essential for the OOH campaign to be hyper-targeted, placing ads near participating cafés in key café hotspots in Melbourne and Sydney. Additionally, managing café participation and tracking the unpredictable number of free coffee redemptions required careful coordination for smooth execution.

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The solution

Oatly’s campaign required a strategic, hyper-targeted OOH plan with precise execution. At its core was 1800-OATFIX, a hotline offering free Oatly coffee at participating cafés, encouraging consumers to support local businesses while engaging with the brand.

We focused on high-traffic, key proximity areas in Sydney and Melbourne, selecting prime locations for maximum visibility and engagement. Creative ‘mugshots’ of café baristas were placed strategically across the closest formats to each café, and in high-density café areas, we took over every available surface. The campaign utilized a multi-layered OOH approach, including digital billboards, rail takeovers, bus wraps, and storefront branding. Barista-specific creative seamlessly integrated Oatly into local café cultures, making the brand feel authentic and personal.

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The results

The campaign boosted Oatly’s cultural presence in Australia, supporting small businesses and plant-based choices. By targeting key areas and connecting with café cultures, it drove both immediate and long-term brand lift, exceeding expectations across key performance indicators:

• 13 million+ impressions across Sydney and Melbourne
• 10,000+ free coffees redeemed through the 1800-OATFIX hotline, boosting foot traffic to local cafés.
• 4,000+ hotline calls, showing strong consumer engagement.
• 47% increase in brand mentions on social media
• High social media engagement, with consumers sharing their experiences.

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