«Make the cow happy. And in turn, the cow will make you happy.» Visitors to a Swiss shopping mall were able to massage dairy cows at the touch of a button using a mechanical cattle brush on an organic farm 50 km away. In real time. The brush on the farm was activated when the button was pushed in the mall. Anyone pressing the button was rewarded with a free sample of organic milk from the cows by way of thanks.

With the mechanical cattle brush, which is modelled on car-wash brushes, we created a spa programme for organic cows. Further, programs were developed specifically for the project to establish a Websocket connection between the sites, meaning that a video signal and the command to start the cattle brush could be transmitted within milliseconds. A total of six film cameras captured the action.

The real time direct idea is part of the communication for the biggest Swiss organic label Bio Suisse. During the promotion period the organic milk market grew by 1% whereas the non-organic milk market shrunk by 12% (!). Organic milk not only could hold the high standards but grew another 2% compared to the previous year.