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

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DOKTOR PROKTOR

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Industry Publishing, streaming & media, Books
Media Promo & PR, Case study
Market Norway
Agency Try/Apt Oslo
Art Director Egil Pay
Copywriter Lars Joachim Grimstad
Designer Marianne Arnesen Eskeland
Released September 2012

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: ASCHEHOUG
Product/Service: PUBLISHER
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 Eskeland (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

Summary of the Campaign
Challenge:
To launch a children’s book during a time where books are losing the battle for children’s attention.

The objective:
Create as much buzz, attention and PR as possible - and in the end, sell at least 15,000 copies of the latest Doktor Proktor book.

The creative strategy:
A big monster exhibition at the Natural History Museum - of animals you wish didn't exist.

The outcome:
Beyond our imagination. See below.

The Situation
Our task was to launch the children’s book "Doktor Proktor and the end of the world. Maybe" - about Doktor Proktor, the children Bulle and Lise and their fight against the cruel monster The Moon Chameleon.

We had a small budget of $100,000, to cover everything - our fees, production and media spending.

Knowing that books are losing the battle for children’s attention in Norway and sales are going down, we knew we couldn’t go the traditional way.

The Goal
To create as much buzz, attention and PR as possible around the Doktor Proktor books, especially the new one.

We hoped to sell about 15,000 copies.

The target audience were children between 5 and 12 – and their parents.

The Strategy
We came up with the creative idea of making 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 monsters. Some of them we found in the Doktor Proktor books, some of them we made up.

Together with the exhibition we wrote a children’s book about the animals of the exhibition.

The whole project went from being an advertising campaign to a news story – and we set up an ambitious PR plan, including all big TV networks, radio stations, printed and online media.

Execution
We contacted Norways 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.

Documented Results
- Headlined the TV news twice prime time on Norway’s biggest TV broadcaster (NRK), once even live from the exhibition.
- Massive media coverage: front pages on national newspapers, headlined national radio news and an endless number of articles in both printed and online media.
- It is by far the most media covered promotional campaign in Norway for years.
- 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 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.