When a classic movie gets a re-make, the audience expects great things. The traditional movie marketing acts, such as posters on theatre walls, aren't urging the audience to see the film.
The promotion needs to stand out, 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 |
| Media Surface | Valio |
| Awards | Grand One 2018 – Most successful campaign |
Valio printed pictures from the movie Unkown Soldier (Tuntematon sotilas) on its milk cartons. Through the Arilyn app, the audience could transform the milk cartons into a live preview of the film.
The campaign lasted for three months, starting in October 2017, and was at the time the most extensive AR campaign ever seen in Finland. It was the first campaign to utilise retail product packaging as a medium for augmented reality. The campaign turned out to be a huge success and exceeded all expectations from the get-go.
The campaign got an update with new material reflecting 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.