Isobar and Arla launch new AR campaign to get kids excited about milk
In a new campaign aimed at Finnish milk drinkers, Nordic dairy giant Arla pioneers the narrative use of AR technology among consumers.
Starting next week, milk drinkers in Finland can scan the side of an Arla milk carton with their mobile to see a kitten jump out of a barn. The AR-kitten, called ‘Aamu Cat’ (aamu is 'morning' in Finnish), will then move around the breakfast table and become your smartphone pet.
“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.
The concept for the campaign was developed by Isobar Finland, part of Dentsu Aegis Network. “We wanted to bring an element of emotional and engaging storytelling through the development of the cat, first jumping out of the carton as a kitten and growing to an adult cat”, comments Isobar Finland’s Managing Director, Mikko Rissanen.
Jaakko Koskinen, Isobar Finland’s senior creative, said, “Our aim was to tell a compelling and interactive story using new technology. We believe that with Aamu the cat, we have pushed the whole AR world forward and brought a new twist to the technology".
This story was originally published by Business Insider (Nordic). Read the full story here.