Arla has collaborated with digital communications group Carat Digital and sensory advertising company Adludio to launch a new mobile-only touch-enabled campaign to celebrate the launch of Arla Big Milk.
The campaign invites new mothers to interact directly with Arla Big Milk “on the most relevant mobile environments”. The format gives consumers the chance to combine essential growing nutrients in an Arla Big Milk bottle via a quick drag-and-drop gesture, which then triggers a brief animation that reiterates Arla Big Milk’s credentials for growing children.
Arla has decided upon the campaign as 95% of UK mothers own smartphones and 70% own tablets – more than 71% of mothers in the UK use their smartphones to obtain parenting information, and the extent to which they use their mobile phones to research new product ideas has increased by 125% during the last four years, the brand added.
We first reported on the launch of the new milk, formulated specifically for children between the ages of one and five, last month.
Arla brand manager Anita Moolgavkar said: “The beauty of this memorable touch-enabled ad is that it allows us to address the two main concerns of our customer. Firstly, it is a quick and snappy interaction served in a relevant environment that doesn’t waste time, for time-poor mums. Secondly, the direct engagement with an informative message is completely transparent, so that the customer can be clear and confident about how Arla Big Milk will help her toddler grow. This is a thoroughly modern advertisement for a very modern mum!”
Adludio CMO Howard Kingston added: “Mobile is the modern mum’s essential device, she depends on it not only to organise her day and to connect with the outside world, but also to acquire the information she needs to make the best decisions for her family. That is why Arla’s mobile-only campaign for Arla Big Milk is important: by choosing a mobile-first advertising format that makes brands ten times more memorable, they are thinking first and foremost about how they can communicate with their target audience in a meaningful and honest way.”
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