Arla Foods took over Waterloo Station for three days in an immersive Outdoor advertising campaign with JCDecauxLive. In a media first, commuters were invited to experiment with home cooking and baking as the station was transformed into a Lurpak live kitchen, with the action from the experiential zone live-streamed to JCDecaux’s state-of-the-art indoor advertising screen, Motion@Waterloo.
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From Thursday 24th April, Lurpak invited commuters to ‘venture into adventurous cooking’ by showcasing the new Cook’s Range, with brand ambassadors: Valentine Warner, Tom Sellers and Lily Vanilli serving up their own ‘adventurous’ dishes to commuters as they made their way through the station.
Lurpak continued to spread the excitement by live-streaming the experiential activity to Motion@Waterloo. A live Twitter feed encouraged commuters to stop by the Lurpak kitchen and tweet their own tips, twists and techniques using the hashtag: #FOODADVENTURES.
Stuart Ibberson, Senior Director for BSM at Arla, said: “We’re really excited about landing our new Cook’s Range in such an innovative way, being able to tie into the sense of theatre that Waterloo offers and create an industry-first in the process is fantastic. We’re really looking forward to launching our new products to customers old and new and seeing how many food adventures we can inspire.”
David Liddiard, Client Director at Carat, said: “This new campaign for Lurpak’s Cook’s Range has been designed to truly engage with consumers by redefining the terms of the physical and digital customer experience. Consumers will be able to extend the immersive experience to the digital world by seamlessly interacting with the Lurpak’s Cook’s Range on digital channels – establishing a long-lasting relationship with the brand.”
Spencer Berwin, Managing Director – Sales at JCDecaux UK, said: “It is fantastic to see Arla take full advantage of the possibilities of Outdoor. The live kitchen creates intrigue and excitement for the Waterloo audience, whilst Motion@Waterloo calls for consumer interaction, delivering one of the most powerful and immersive experiential campaigns to date.”
The campaign will continue to reach audiences on Transvision and digital 6-sheet screens at stations nationwide, including: Manchester, Leeds and Glasgow. This was a fully-integrated campaign involving Carat, Posterscope, psLive, BD Network, Wieden & Kennedy, Liveposter, JCDecaux and JCDecauxLive.