February saw ATMs across the UK host ‘The Muppets’ as part of Cravendale’s “The Milk Matters” campaign. Kermit the Frog, Miss Piggy and friends injected a bit of light-hearted fun into 2.5 million cash withdrawals for Tesco shoppers. Following a successful launch campaign for Lurpak Light which used atmAd as part of its media mix, Arla opted for a national campaign across 500 ATMs at Tesco stores for the Cravendale brand.
Arla’s campaign was two-fold, combining both the launch of ‘The Muppets’ movie but also that Cravendale is fresher for longer. With a forty second dwell time, atmAd was well positioned to communicate both messages to the shopper in one go. To ensure the message was effectively communicated, atmAd’s in-house creative team, limejelly, were selected to produce the content which was ultimately signed off by Disney in Hollywood.
For a deeper engagement, Arla opted to use atmAd’s On Screen Question functionality asking the consumer:
“Did you know that Cravendale is filtered to stay fresh for 7 days?"
Utilising atmAd’s accountable interactivity to produce a deeper engagement, the campaign generated over 500,000 unique responses with 57% of respondents previously unaware of Cravendale’s week long freshness. This campaign hit the perfect moment in the shopper journey to increase awareness of the unique product attributes with 92% of shoppers who visit an ATM at Tescos doing so before entering the store.
See video of campaign below: