The most expensive film ever made in Finland, the re-make of the Unknown Soldier, is an iconic film based on the book of the same name. A massive movie needs massive marketing.
When a classic movie gets a re-make, the audience expects great things. The traditional movie marketing acts, such as posters on theatre walls, isn't going to arise an urge in the audience to see the film. The promotion needs to be elevated, and an augmented reality campaign is the way to go.
|Client||The Unknown Soldier (Tuntematon sotilas)|
|Agency||hasan & partners|
|Production||Elokuvaosakeyhtiö Suomi 2017 and Arilyn|
|Awards||Grand One 2018 – Most successful campaign|
first ar campaign in finland to make use of a retail product
Pictures from the movie were printed on Valio milk cartons and through the use of the Arilyn app, the milk cartons transformed into a live preview of the film.
The campaign lasted for three months, starting in October 2017, and was at the time the biggest AR campaign ever seen in Finland. It was the first campaign to utilise retail product packaging as a media for augmented reality. The campaign turned out to be a huge success and exceeded all expectations from the get-go.
The campaign updated with new material reflecting the events of the 100th anniversary of Finnish independence, Christmas and New Year. The experience featured interactive buttons through which users could watch the film's trailers and straight links to buy tickets to see the movie.
Hasan & Partners designed the campaign, the Unknown Soldier movie production company (Elokuvaosakeyhtiö Suomi 2017) provided the film material, Valio provided the milk cartons as a medium and Arilyn affected the transition from print to AR.
The campaign got an award for being the most successful digital campaign of the year 2017.