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Dairy giant Arla launches epic milk campaign
November 24, 2017

Nordic dairy giant Arla launches an epic AR campaign – in which a ‘wannabe cow’ kitten gets kids excited about milk .

So far, we’ve mostly heard about AR being used for spatial experiences, whether that’s a conference visit, trying out Ikea furniture or construction projects. In a new campaign aimed at Finnish milk drinkers, Nordic dairy giant Arla pioneers the narrative use of AR technology among consumers.

So far, we’ve mostly heard about AR being used for spatial experiences, whether that’s a conference visit, trying out Ikea furniture or construction projects.
In a new campaign aimed at Finnish milk drinkers, Nordic dairy giant Arla pioneers the narrative use of AR technology among consumers.

“What makes this AR campaign unique is the narrative arc, where the kitten develops into a cat over time,“ says Toni Marttila, the Sales Director of Arilyn, the Finnish AR startup behind the app.

Arla says it’s employed AR to “delight” kids and families in particular.

“We want to use new technology to extend the storytelling, and to do so, we’re using an great media space at home, the side of the milk carton,” says Tomi Sirén, Arla Finland’s Head of Digital.

This is how it goes down.

“We’re raising the bar in brand storytelling.”

Both Arla and Arilyn point to the experimental nature of the campaign – but believe that AR could have major ramifications for how consumer goods brands communicate with their customers.

Arla – well-established in Finland as is its “Aamu Kissa” character – considers itself the first major brand in the world to use AR in lifecycle marketing.

“We do see that we’re breaking ground, and raising the bar in brand storytelling,” Sirén says, specifically pointing to the narrative elements of Aamu Cat.

For instance, the kitten’s behavior will depend on the time of the day, and whether you keep playing with it.

“It wants to become part of the cows, which is why it looks a bit like cows and acts like them,” Mikko Rissanen, the Managing Director of Isobar Finland, the company that designed the ‘Aamu Cat’ concept.

“It’s hopefully the beginning of something big,” Sirén says, while floating the possibility of expanding Arla’s AR-compatible product categories or adding more gamification elements to the app.

“We start from Finland, and ideally we take this global.”

Arilyn’s Toni Marttila believes AR could usher in a new way for brands to create engagement and loyalty among consumers, especially in cases where the product – like milk – is fairly commoditized.

“Although grocery stores are fast becoming automated, the cartons aren’t going anywhere anytime soon. So why do you as a consumer choose a certain product?”

The answer may be an emotional bond.  The AR-enabled narrative and real-time elements of storytelling, Marttila predicts, “will make the customer want to return to your product again and again.”

If that really is the case, remains to be seen. The Aamu Cat cartons will officially launch on 27th of November through selected stores in Finland.

 

Source: Business Insider

 



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