Title	THE BEST TO THE BEST!
Brand	Q-MEIERIENE
Product/Service	CHOCOLATE MILK
Category	A10. Live Brand Experience
Entrant	LOS&CO Oslo, NORWAY
Idea Creation	LOS&CO Oslo, NORWAY
Media Placement	OMD Oslo, NORWAY
Production	SøLVSUPER Oslo, NORWAY

Name	Company	Position
Marianne Knutsen	LOS&CO	Creative
Maria Myhre	LOS&CO	Creative
Ellen Margrethe Fougner	LOS&CO	Account Director
Jan Christian Fossedbråten	LOS&CO	Vice President
Arnt Scheele	LOS&CO	Digital Director
Marius Thauland	OMD	Media director
Lars Olav Seim	Sølvsuper	Producer
Øystein Haare	Sølvsuper	Producer
Pernille Blomstrøm	LOS&CO	Account Manager
Alexander Halvorsen	Sølvsuper	Director
Morten Jacobsen	Storm Studios	Graphic motion
Kristine Skulstad	Q-meieriene	Client

The Campaign

Because Q Fersk Sjokolademelk is Norways best chocolate milk, we wanted to give it to Norways best…sons and boyfriends (between 17-25 years old). The best deserves the best… We searched for moms and girls who have the best sons and boyfriends in Norway- according to them. Then we filmed them as they proclaimed their love. The film was showed at the cinema and the boys were taken by surprise, and received the message on the big screen. In front of everybody. The stunt was filmed and used as a commercial at cinemas. We also spread it as paid content on socialmedias. We wanted to establish an emotional connection between the target group and the product. We knew that the boys would both be happy and very embarrased about seeing their mom/girlfriend on the big screen, and that we would get nice reactions that others would love, understand and sympathize with.

Creative Execution

Implementation: We searched for moms and girl who have the best sons and boyfriends in Norway - according to them. Then we filmed them as the proclaimed their love. We conspired with the boys´ friends and had then invited to the Cinema. Here we had hidden cameras and microphones. As the last commercial before the film started we plugged in on the system and "took over" the screen. Suddenlyd the boys could see their mom/girlfriend and themselves on the screen. We only had one change and one shot to make it, and to catch the boys` reactions on film. In the end the boys were given a box of Q Fersk Sjokolademelk as a reward, because the best gets the best… Media channels: Cinema stunt/commercial. Paid content in social media. Timeline: 4 stunts in two days. Scale: The stunts were small scale, but they were widely spread

In addition to the people who experienced the live event, Q-Meieriene got nearly 3 000 000 views online. The size of the target group in Norway is 500.000 which means that the content has entertained a much larger audience than the target group. The relevant score on Facebook was 10 out of 10. Q-meieriene are frequently asked on social medias if they can help them to surprise their friends in the same way as the live event.

How can chocolate milk be a declaration of love? Theese stunts change the perception of what a chocolate milk can mean, and makes the products main message extremely relevant for the target group.

Target audience: Male 17-25 years old, into gaming. They are difficult to reach in traditional medias except from cinema. There were a lot of new blockbusters at the cinema at that time, attracting young men who are into gaming. That´s why we made stunts for the target group at the cinema – and then showed the result of the films as commercials on the cinema, pluss as paid content on social medias. Approach: Q Fersk Sjokolademelk is "best in test" among its target group. We created a consept where the target group was selected as Norway`s best son/boyfriend by their mom/girlfriend live at cinema, and was given Norway`s best Chocolate milk as a reward. Call to action: We gave our target group an emotional link to our main message: Norways best chocolate milk. Best in test is our call to action, and it will be remembered.