Aschehoug Promo, Case study DOKTOR PROKTOR by Try/Apt Oslo

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Industry Publishing, streaming & media
Media Promo & PR, Case study
Market Norway
Agency Try/Apt Oslo
Art Director Egil Pay
Copywriter Lars Joachim Grimstad
Designer Marianne Arnesen
Released September 2010

Credits & Description

Category: Publications & Media
Advertiser: ASCHEHOUG
Product/Service: PUBLISHER
Date of First Appearance: Sep 29 2010
Art Director: Egil Pay (TRY Advertising Agency)
Copywriter: Lars Joachim Grimstad (TRY Advertising Agency)
Account Director: Morten Polmar (TRY Advertising Agency)
Account Manager: Cathrine Wennersten (TRY Advertising Agency)
Designer: Marianne Arnesen (TRY Advertising Agency)
Mac Designer: Ole Jacob Boe Skattum (TRY Advertising Agency)
Mac Designer: Kenneth Svaeren (TRY Advertising Agency)
Curator: Kristin Günther
Animator: Pjotr Sapegin
Client/Co-writer: Jo Nesbo
Sound Designer: Eskil Paus (BadeOg)
Sound Designer: Hans Kristian Pintmaster Heide (BadeOg)
Media placement: Exhibition - Natural History Museum - 29.09.2010

Insights, Strategy & the Idea
Our task was to launch the children’s book “Doktor Proktor and the end of the world. Maybe”, which is about Doctor Proctor, the children Bulle and Lise, and their fight against the cruel monster The Moon Chameleon.

This in a time when books are losing the battle for children’s attention in Norway – and sales are going down.

With a small budget of $ 100 000 to cover everything - our fees, production, media spending – we knew we couldn’t go the traditional way.

The strategy was to create an event that could generate buzz, attention and PR for both this and the two former Doktor Proktor books.

The target group was children between 5 and 12 – and their parents.

Creative Execution
The creative idea: A big exhibition of full sized monsters - “Doktor Proktor’s Sensational Collection of Animals You Wish Did Not Exist”.
Starring the Moon Chameleon as the main attraction, but also showing 23 other animals you really wished didn’t walk the earth. Some of them from the books, and some of them we made up.
We contacted Norway’s most famous puppet maker and his team of artists – and asked the Natural History Museum in Oslo to host the exhibition. They were all enthusiastic about the project – and the exhibition would never have come to life without their positivity, dedication and great efforts.
Together with the exhibition we also came up with the idea to write a children’s book about the animals of the exhibition. So we made that one as well – and put it out for sales in book stores all over Norway.

Results and Effectiveness
A new all time high attendance records for the museum – so far 75 000 people have visited.
Every second child of Oslo has attended the exhibition!
Massive coverage in all medias; TV, radio, print, online (even headlined the biggest TV news)
The book went to no 1 of the sales chart of all literature – as the first Norwegian children’s book ever
The three Doktor Proktor books have sold over 70 000 copies (extremely high in Norwegian standards) since the opening.
The children’s book we wrote – as part of the campaign - has sold 10 000 copies itself