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    Posted by Frida Gullichsen on 11.10.2019
    Frida Gullichsen
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    A great example of utilising a unique advertising space, the milk carton, in partnership with Estonian milk company Tere, highlighting the contestants of the annual song competition Eesti Laul - the Estonian tryouts for the Eurovision song contest.

    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.

    The etiquette of the milk cartons could be scanned with Arilyn, and each week leading up to the final, different contestants would leap from within the product and perform 30 sec mini hologram concerts for the viewer. The user could navigate between contestants simply by tapping the interactive buttons.

    But did it work? Why yes, it certainly did. The milk carton was scanned close to 20 000 times and sales were up 34% during the campaign. And last but by no means least, the Eurovision got a new nickname: Terevision.  

    Age McCann ran the campaign, Criffin processed the video material and Arilyn produced and published the campaign in AR.

    Topics: Case study Consumer goods Packaging

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