LITAGO ON TELETEXT by Dist Creative for Tine

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LITAGO ON TELETEXT

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Industry Dairy products & Eggs
Media Promo & PR, Case study
Market Norway
Agency Dist Creative
Art Director Finn Knudsen, Eirik Sorensen
Released July 2009

Credits & Description

Category: Best Use of Television
Advertiser: TINE
Product/Service: MOCCA CHOCOLATE MILK
Agency: DIST CREATIVE
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: DIST CREATIVE, Oslo, NORWAY
Crative Director / Art Director: Eirik Sørensen (DIST Creative)
Crative Director / Art Director: Finn Knudsen (DIST Creative)
Viral Marketing Consultant: Martine Kveim (DIST Creative)
Account Manager / Managing Director: Morten Isachsen (DIST Creative)
Marketing Manager: Kristian Lyse (TINE)
Project Manager: Mette Smeby (TV2)
Teletext Programmer: Geir Hansen (TV2)
Media placement: Teletext on TV - TV2 Teletext - 1 July 2009

Results and Effectiveness
Teletext is impossible to track, but still we saw great results: The buzz about the Text TV pages spread trough social media and people started posting pictures of TV celebrities with moustaches and glasses. But the best part was that the campaign got picked up by the popular youth programme “Waschera” which airs on the national TV station TV2. They made our teletext campaign a part of their editorial content by launching a competition. The hosts encouraged the audience to use their teletext during the show and capture a funny picture with their cellphones. The best pictures won cool prizes.

Creative Execution
Every TV with teletext has a remote control with a Mix-button. If you push this button, the teletext background disappears, and only the copy will be visible on top of the TV picture. This button is originally intended to read teletext copy, like news and weather reports, while you're watching TV. We created 10 teletext pages where we exchanged the copy with pixel-drawings of glasses and a moustache. By using the remote control, you could now switch up and down between the teletext pages, and move the motifs accross the screen. This way, TV became interactive in a whole new way. We started to spread the news about the teletext pages through social media and newsletters. Being the most popular chocolate milk in Norway, Litago has a huge fanbase on Facebook, and several thousand fans have signed up for their newsletter.

Insights, Strategy & the Idea
Litago is the most popular chocolate milk in Norway. We were asked to create awareness and buzz around their new flavour Litago Mocca. On a very limited budget. Since the new product contained more and darker chocolate, we created the concept: “A new and darker side of Litago”. To demonstrate this, we wanted to let the target group do some mischief. Insight: Litago has a huge fanbase, and previous campaigns have always invited the target audience to the playful Litago atmosphere with interactive communication. With a very limited budget, we found a medium that fitted perfectly. Teletext. It's available on every TV in Norway, it's extremely cheap, and it has a huge unused interactive potential.