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    Posted by Frida Gullichsen on 11.10.2019
    Frida Gullichsen
    Find me on:
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    What do you do when your customers start to lose interest in your product? Do you rebrand yourself to match all the possible trends and buzzwords and do the same again in two years? Or do you add another layer into what you already have to increase your reach and engagement?
     
    The latter is what two Estonian companies, Tere Piim and Eesti Laul, did when their customer base decreased. Their vessel was augmented reality.
     
    Client Tere Piim & Eesti Laul
    Agency Age McCann
    Production Criffin Co & Arilyn
     

    Tere launched the campaign as a way to inspire young milk drinkers in Estonia. "Many young adults don’t drink milk - and they don’t listen to their parents - but they do listen to music." Thus the solution was to bring music to the milk carton. The songs of Eesti Laul, the competition where Estonia’s Eurovision Song Contest contestant is chosen, was a perfect opportunity for promoting milk consumption and making Eurovision attractive to the younger audiences again.

    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.

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    Topics: Case study

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