Hyper-localized OOH in action: Lessons from Oatly

Across the world, brands strive to make meaningful and measurable connections with their audiences. Oatly’s award-winning “Support Your Local Oat Dealer” campaign, powered by billups, is a standout example of how hyper-localized Out-of-Home (OOH) advertising can deliver value for both brands and communities. This article will explore the motivation, execution, and key lessons from this campaign for brands and agencies looking to adopt this approach through OOH.

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Key takeaways

• Hyper-local OOH delivers authentic engagement by meeting audiences where they live, work, and socialize.
• Community partnerships amplify impact, supporting local businesses and fostering goodwill.
• Creative, tailored executions resonate more deeply, making brands feel like part of the community.
• Collaborative partnerships drive success, ensuring campaigns are both strategic and adaptable.
• A reminder of the power of classic OOH, and its ability to truly own the environment it is set within.
• Campaigns of this nature resonate strongly with awards juries, as Oatly won and were shortlisted for prestigious industry honors

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Table of contents

1. The Power of Hyper-Localization
2. Oatly’s Approach: Immersive, Community-First Strategy
3. Community Engagement: More Than Just a Campaign
4. Creative Execution: Tailored, On-Brand, Unforgettable
5. Partnership Value: The Power of Collaboration
6. Conclusion

The power of hyper-localization

Hyper-local targeting with OOH as the centerpiece empowers brands to reach specific neighborhoods, communities, and even individual venues with creative precision. For Oatly, the aim was to go beyond increasing awareness; the campaign’s objective was to make a tangible difference in the café culture of Melbourne and Sydney. Australia presents an interesting proposition for brands looking to experiment across many disciplines, with its diverse yet concentrated population, widespread adoption of technology, and an audience that appreciates light-hearted content. 

The Oatly Approach: Immersive, Community-First Strategy

Oatly’s “Support Your Local Oat Dealer” campaign was designed to uplift local cafés and baristas, inviting Australians to discover or rediscover local businesses that provide their favorite oat milk coffees. The campaign’s strategy was rooted in empathy: celebrating cafés as cultural hubs and helping them weather tough economic times. Partnering with billups, Oatly executed a neighborhood takeover using a combination of:

• Poster dominations & digital billboards: Securing 100% share of voice in high-traffic café districts.
• Rail station and bus shelter takeovers: Immersing commuters in the Oatly experience.
• Shop interior decals: Turning cafés into Oatly-branded destinations.
• Barista-specific creatives: Customizing assets to reflect the unique character of each location.

This holistic approach created an unmissable presence, driving both awareness and foot traffic.

Community Engagement: More Than Just a Campaign

At the core of Oatly’s campaign was a commitment to local culture. Through the “1800-OATFIX” hotline and limited-time free coffee offers, the campaign encouraged participation and connection, not just transactions.

The launch party, hosted in a fully Oatly-decaled café, was a heartfelt gesture to the venues and baristas who champion plant-based alternatives daily.

Ben Poole, Director of Client Development - ANZ, had this to say on the campaign; "The success of Oatly's 'Support Your Local Oat Dealer' is a timely reminder of the true power of OOH when the creative message, strategic placement, and environmental understanding work together. Across Melbourne and Sydney we owned key neighborhoods, making Oatly's strong community call to action impossible to miss, all while proving OOH's effectiveness and ability to drive more than just brand fame & awareness."

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In terms of results, the campaign significantly exceeded its KPIs:

• 13M+ earned impressions across Sydney and Melbourne.
  
  
• 10,000+ free coffees redeemed, driving direct footfall to local cafés.
  
  
• 4,000+ hotline calls, turning curiosity into immediate action.
  
  
• +316% media articles, surpassing earned media targets.
  
  
• +270% social posts, indicating strong organic sharing.
  
  
• +47% increase in brand mentions, signaling enhanced cultural relevance.

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Creative Execution: Tailored, On-Brand, Unforgettable

Nothing about this campaign was off-the-shelf. Each creative asset, including items like sandwich boards and window decals, was designed to reflect the personality of its host café. This bespoke approach made the campaign feel less like advertising and more like an organic part of the local scene.

• Customization at scale: Every location received assets tailored to its space and clientele.
• Immersive storytelling: Playful, bold visuals invited curiosity and reinforced Oatly’s brand values.

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Partnership Value: The Power of Collaboration

The success of Oatly’s campaign hinged on strong collaboration. By working closely with billups and local cafés, Oatly ensured that every element, from creative to execution, was aligned and impactful. Magda Szmilewska, Global Media Manager, at Oatly had this to say on the partnership, “Oatly’s collaboration with billups across all our global OOH campaigns has been truly exceptional. They demonstrate unwavering professionalism, strategic insight, and a deep understanding of our brand voice, as if it were their own. Working with such a talented and kind team is always a pleasure, and we're excited to continue building this strong partnership.” This spirit of partnership enabled agile adaptation and seamless rollout, ensuring the campaign resonated with its intended audience.

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An Award-Winning Activation

This strong collaboration also resonated with industry bodies, as Oatly won bronze at the 2025 OBIE awards in the international category, gold and silver at The Drum APAC awards for OOH and disruption, and the QSR award at the MediaPost Planning & Buying awards. It was also shortlisted at Cannes Lions in the Outdoor category, Digiday Media Buying and Planning awards in the Best OOH Campaign category, and in two additional categories (FMCG and Food and Beverage) at The Drum APAC awards.

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Conclusion

Oatly’s campaign exemplifies how hyper-localized OOH can do much more than drive awareness; it can foster community engagement, build brand love and loyalty, and deliver measurable value for both brands and local businesses.

For agencies and brands looking to make a lasting impact, the lesson is clear: meet your audience where they are, celebrate what makes each neighborhood unique, and partner with experts who understand the power of local.

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Ready to harness the full potential of hyper-local OOH for your brand?

billups combines precision targeting, creative innovation, global reach, and deep local expertise to help brands resonate with their audiences. Contact us today to learn more about how to work with us.

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