|Client||Tere Piim & Eesti Laul|
|Production||Criffin Co & Arilyn|
AR helping to make milk and Eurovision popular again
Milk is a somewhat bland product. For some, it's a part of their everyday lives, and to some, no. Either way, milk is something not many think of being something special. So, for a milk company to take on AR and build a campaign for the younger audience in mind is genuinely disruptive and exciting!
Each week leading up to the final, different contestants would leap from within the product and perform 30-second mini-concerts, in hologram form, for the viewer through the Arilyn app. The user could navigate between contestants simply by tapping the interactive buttons.
But did it work? Why yes, it certainly did.
People scanned the milk carton close to 20 000 times, and sales were up 34% during the campaign. And last but by no means least, Eurovision got a new nickname: Terevision.
Tere Piim's and Eesti Laul's campaign fantastically utilised a unique advertising space, the milk carton. Augmented reality enables brands to utilise even the most basic platforms more efficiently than ever before.