TineMilk split Norway in 5 different milk-regions.

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

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.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.

We hoped for 40.000 downloads and a rise in market share.The cows talked, in your own dialect, about how nice it was in your region and how special the milk tasted in your region.

TineMilk is Norway's biggest dairy producer, but is often thought of as a monopolist. When the cows talked about local milk, TineMilk was perceived as the local dairy producer they are.

TineMilk wanted to be perceived as more efficient and modern. An AR-film on your kitchen table, shows that Tine is well ahead on technology.• 110.000 downloaded Apps i 3 months (in a country of 4,9 million people)• Went straight to nr. 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.

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.

• 110,000 downloaded apps in 3 months (in a country of 4.9m people)• Went straight to No.1 in the Norwegian App Store.• After the campaign: 87% of milk buyers in Norway know TineMilk is regional.

28% of milk buyers in Norway say they are more likely to choose TineMilk.