Tere Piim x Eesti Laul - Eurovision tryouts in a milk carton

Written by Frida Gullichsen | 11.10.2019

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.

Tere Eesti Laul from Age Creative on Vimeo.

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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