Another fantastic example of utilising a unique advertising space, the milk carton, in partnership with Estonian milk company Tere that highlighted the contestants of the annual Eesti Laul.
BRAND: Tere Piim / Eesti Laul
AGENCY: Age McCann Estonia
PRODUCTION: Criffin Co & Arilyn
Tere launched the campaign as a way to inspire young milk drinkers in Estonia. Many young adults don’t drink milk - and they don’t listen to their parents - but they do listen to music. The solution was to bring music to the milk carton. The songs of Eesti Laul, the competition where Estonia’s Eurovision Song Contest contestant is chosen, were a perfect opportunity for promoting milk consumption.
The milk cartons could be scanned with Arilyn and each week leading up to the final, different contestants would leap from within the product and perform 30 second mini-concerts, in hologram form, for the viewer. The user could navigate between contestants simply by tapping the interactive buttons.
But did it work? Oh yes it did! The milk carton was scanned close to 20 000 times and sales were up 34% during the campaign. Last but by no means least, Eurovison got a new nickname: Terevision.
Age McCann ran the campign, Criffin filmed the artists and Arilyn produced and published the campaign in AR.