Milka brought a sweet surprise to the streets of Amsterdam with its “Once in a Lifetime” outdoor campaign.
Interactive Billboards Meet Sweet Rewards
This wasn’t just another static billboard. By integrating a scannable QR code, Milka turned a simple street display into an engaging brand activation that connected the physical and digital worlds.
The campaign shows how interactive elements can boost engagement, driving both foot traffic and online participation.
A Star-Powered Prize
The highlight of the promotion? A chance to win a once-in-a-lifetime tour experience with pop superstar Katy Perry. This prize perfectly matched Milka’s brand personality—fun, indulgent, and memorable.
By offering something extraordinary, the campaign created excitement and a buzz that extended far beyond the streets of Amsterdam.
Strategic Placement in Amsterdam
Placing the activation on Van Baerlestraat—a high-traffic area near museums, shops, and cultural hotspots—ensured maximum visibility. Locals and tourists alike had the opportunity to engage with the campaign.
This kind of location strategy is a proven tactic for best billboard advertising companies aiming to capture both spontaneous and intentional audiences.
Creative Collaboration Behind the Campaign
The project was a joint effort between Publicis Groupe NL, Zipper CA, and JCDecaux Global, combining creative vision with strategic placement and execution.
The result was a visually appealing and interactive OOH experience that resonated with both Milka fans and curious passersby.
Lessons for Future OOH Activations
This campaign proves that blending interactivity, star appeal, and strategic placement can make an outdoor activation truly unforgettable.
For brands and outdoor advertising companies near me, the Milka x Katy Perry activation is a perfect case study in creating buzz-worthy, interactive campaigns that bridge the gap between street-level engagement and digital conversion.
Takeaway for Marketers
Milka’s campaign shows how interactive technology, high-profile prizes, and strategic positioning can elevate outdoor ads from background visuals to active audience experiences.
For outdoor advertising companies near me, it’s a perfect case study in using simple tools like QR codes to unlock big brand impact.
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