Tine Promo, Case study TINEMILK APP by Try/Apt Oslo

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Industry Milk
Media Promo & PR, Case study
Market Norway
Agency Try/Apt Oslo
Art Director Egil Pay
Copywriter Lars Joachim Grimstad
Designer Marianne Eskeland
Account Supervisor Eivind Moe
Released January 2012

Credits & Description

Category: Best Localised Campaign
Advertiser: TINE
Product/Service: TINEMILK
Copywriter: Lars Joachim Grimstad (TRY/Apt)
Account Supervisor: Eivind Moe (TRY/Apt)
Producer And Direction/Animation: Magnus Wessel Waal (Placebo Effects)
Illustrator/Animation: Christer Sveen (Blink Studios)
3D Design: Sigbjørn Galåen (Blink Studios)
Producer/Sound: Benedicte Ringnes (Verdens Sterkeste Mann)
Technical Director: Tuck Siver (Labrat)
Designer: Marianne Eskeland (TRY/Apt)
Mac Designer: Ole Jakob Boe Skattum (TRY/Apt)
Art Director: Egil Pay (TRY/Apt)
Account Manager: Cecilie Thue (TRY/Apt)
Project Manager/Animation: Michael Birkeland (Placebo Effects)
Creative Director/Animation: Kim Baumann Larsen (Placebo Effects)
Animation: Eigil Jarl Halse (Blink Studios)
Direction/Sound: Nicolai Cleve Broch (Verdens Sterkeste Mann)
Programmer: David Jones (Labrat)
Media placement: App - The Milk Carton - 03.01.2012

Insights, Strategy & the Idea
TineMilk split Norway in 5 different milk-regions.

The brief was to communicate that TineMilk now comes from farms in your own region.

The target audience was milk drinkers in Norway.

The strategy was to use local patriotism as a selling point, making the costumers proud of their own region and making them feel that they drank their "own" milk.

Creative Execution
We made an Augmented Reality-app that you could download in AppStore and Android Markets, for all Smart Phones and tablets.

By using the latest in AR technology, we let the cows break the good news themselves.
Depending on which region your milk came from, a film with cows on your own dialect was played out on your kitchen table.

You could also share the experience on Facebook and other social media.

Results and Effectiveness
• 110.000 downloaded apps in 3 months (in a country of 4.9 million people)
• Went straight to No.1 in the Norwegian App Store.

• After the campaign:
87 % of milk byers in Norway know TineMilk is regional.
28 % of milk byers in Norway say they are more likely to choose TineMilk.