Aschehoug: DOKTOR PROKTOR by Try/Apt Oslo for Aschehoug

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Industry Publishing & media
Media Promo & PR
Market Norway
Agency Try/Apt Oslo
Art Director Egil Pay
Copywriter Lars Joachim Grimstad
Designer Marianne Arnesen Eskeland
Released June 2011

Awards

Cannes Lions 2011
PR Lions Best Use of Live Events, Stunts and or Celebrity Endorsement Bronze

Credits & Description

Type of Entry: Technique
Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser/Client: ASCHEHOUG
Product/Service: PUBLISHER
Entrant Company: TRY ADVERTISING AGENCY Oslo, NORWAY
PR/Advertising Agency: TRY ADVERTISING AGENCY Oslo, NORWAY

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)

Describe the campaign/entry:
Challenge: To launch a children’s book in a time when 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.
Describe the brief from the client:
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.
Results:
- Headlined the TV news twice during 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.
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.
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 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 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.

The Promo / PR Ad titled Aschehoug: DOKTOR PROKTOR was done by Try/Apt Oslo advertising agency for Aschehoug in Norway. It was released in Jun 2011.