Aschehoug DM MISSING: HARRY HOLE by Try/Apt Oslo

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Industry Books, Business equipment & services, Corporate Image
Media Direct marketing
Market Norway
Agency Try/Apt Oslo
Art Director Egil Pay
Copywriter Lars Joachim Grimstad
Designer Marcus Lind
Released September 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: ASCHEHOUG
Product/Service: BOOK LAUNCH
Date of First Appearance: Sep 15 2009 12:00AM
Entry URL:
Art Director: Egil Pay (TRY)
Copywriter: Lars Joachim Grimstad (TRY)
Mac Designer: Ole Jakob Boe Skattum (TRY)
Mac Designer: Thomas Braten (TRY)
Account Director: Morten Polmar (TRY)
Account Manager: Cathrine Wennersten (TRY)
Designer: Marcus Lind (APT)
Account Manager: Annette Werner (APT)
Flash Developer: Paal Smith Amundsen (APT)
Web Developer: Erland Wiencke (APT)
Media placement: Direct Stunt - Live (Users Homes) - 15.09.2009

Describe the brief/objective of the direct campaign.
The target audience were selected players of 'Missing: Harry Hole, an ARG created to launch the book Armored Heart. The strategy of the direct stunt was to erase the line between fiction and reality, and create even more suspense to the game.

Explain why the creative execution was relevant to the product or service.
The book & Armored Heart is a crime novel, and the Direct stunt was relevant to the product in terms of both suspense and originality.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The plot in the ARG was based upon the books' main character Harry Hole and his escape from the Chinese Triad. Users all over Norway got involved in the chase, trying to find Harry before the Triad. The hunt was intense and had plenty of sidestories and mysteries. The absolute highlight of the whole ARG was this: We sent Chinese Triad members to the users' homes at night. Knocking on their doors and giving out business cards from the Triads' front organization, Zhangpu Cleaning service. Strongly encouraging them to change sides.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Rumours about the visits were spread instantly on the game sites and forums, and added a lot of suspense and intensity to the whole ARG. Before the stunt, the main page of the ARG recieved 300 comments in the commentary fields per day. The following day of the stunt, the main page recieved 700 comments, a 130% increase, and kept high for the rest of the ARG, with 625 comments per day. On a bigger scale, the stunt was the most important element in making the whole ARG a huge success and to receive massive media coverage. And in the end - Armored heart became Norways best-selling book throughout history.