Dairy Farmers turns Melbourne train station into a ‘country experience’
Dairy Farmers has taken over Melbourne’s Southern Cross train station with the aim of bringing a ‘country experience’ to the city and promote its Thick & Creamy 98% fat free yogurt.
Created in conjunction with JC Decaux and the brand’s agencies BMF and Starcom Mediavest, throughout June the ordinarily concrete-dominated station has been turned into a country scape using almost 4,000 square meters of Astroturf to cover the station.
Promotional staff dressed as farmers are also handing out up to 40,000 tubs of the fat free yogurt. In other activity, there’s a farmer’s market stand, hay bales and a visit from Marty and Suzi Hodge – the Australian dairy farmers featured in the brand’s advertising campaigns.
Rose Farhart, JC Decaux national production manager, said: “This campaign concept was an exciting challenge to be a part of as it enabled us to incorporate a new element that has never before been executed at a rail station.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Looks a lot like the Meadow Fresh campaign filmed in Auckland’s central station http://www.campaignbrief.com/n.....eadow.html
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Is originality more important than effectiveness?
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“Is originality more important than effectiveness?”
If you’re entering an art prize – yes.
If you’re trying to sell yoghurt – no.
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oops – I meant ‘yogurt’
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Still, don’t claim it as original if it isn’t – just makes you look lke a fool Rose.
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did they spend 1 month filming that TVC?
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nothing says authentic, home made country goodness like artificial turf…
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Wow how menacingly negative have we all become, this campaign got your attention and im sure the attention of many others whilst delivering a trial opp to many who wouldn’t have ordinarily had the opp. By the way thanks for bringing to our attention this equally disruptive campaign from Auckland. …..Colleague of the great team which activated this.
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The aim I imagine is to promote trial and hopefully adoption. Handing out 40,000 free tubs is a proven way to promote trial. The setting and staff etc is just an add on that I’m sure people would appreciate…Good job in my book. I wonder if it’ll show in the grocery aisles though…
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Now that’s astroturfing!
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Tim
BMF should also have its name on this, me thinks.
They are the Dairy Farmer’s agency after all. Or did the Media agency and JcD whip this one up behind their backs?
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Great outdoor experiential activation but I can’t help point out a very obvious opportunity lost!?!?
Why wouldn’t you produce a simple and engaging branded content piece. The contrast of city and country (place and people) provides the perfect framework for some great content. A small investment…..additional reach potential and engagement!
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Great concept but they could have brought in a few cows to increase authenticity.
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Hi Zac,
Do you have have access to IP details we don’t? My colleague AC has disclosed her interests & I can’t confirm if any positive comments have come from within this organisation but neither can you.
Great social work on our brands btw (via another colleague)
-no trace req’d
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Umm, I meant putting the astroturf on the ground…
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Looks awesome i think. Got my attention and i feel like yogurt!!!!
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nice outdoor experiential activation but couldn’t they have done a bit more, most people don’t seem to notice it much, although the station does look much nicer than normal.
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macsmutterings I would disagree we were talking about it at the pub…
I love it dont’ work in the city so haven’t seen it in person, but transforming a high traffic area, sampling your product, ticks a lot of the marketing boxes for me.
So what if it’s a rip off of an idea – it’s a great idea and something a bit quirky people will like, and folds in nicely to the ATL they have been doing.
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It needs a dancing cow
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Aw, it’s adorable. I don’t know about the rest of you, but it certainly caught my attention and that’s the point right? I agree with Nathan Bush, needs a dancing cow….and maybe a milk fountain.
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