Title	KJETIL VS SARA
Brand	TINE
Product/Service	TINE MILK
Category	B09. Celebrity Endorsement
Entrant	TRY Oslo, NORWAY
Idea Creation	TRY Oslo, NORWAY
Media Placement	MEDIACOM Oslo, NORWAY
Production	PRAVDA Oslo, NORWAY

Name	Company	Position
Jørgen Bøhle Bakke	TRY	Copywriter
Ester Hjellum	TRY	Art Director
Helge Gjertveit	TRY	Account Director
Eline Rønneberg Vik	TRY	Project Manager
Cathrine Wennersten	TRY	Project Manager
Johanne Helgeland	Pravda	Director
Mette Waaberg	Pravda	Producer
Erik Schøien	Pravda	Producer

The Campaign

In order to remind Norwegians of how active kids actually are during a school day, and that they need to eat and drink nutritious food, we filmed and documented Sara (8) whilst playing in the school playground. Then we challenged one of Norway’s top athletes, World Cup alpine ski racer and Olympic Champion Kjetil Jansrud, to copy all of Sara’s movements – scaled to adult size.

Execution

The film was launched on the clients own Facebook-page on the 19th of august and immediately achieved high popularity and organic reach. After one week we ran one prime time screening on Norway’s largest commercial TV-channel. As well we made use of YouTube, Twitter and Instagram

The film has received a lot of positive attention in Norway with nearly 2 million views (organic reach) on Facebook and YouTube (there are only 5 million Norwegians, so nearly half the nation has seen it - so far), positive buzz and review in press and social media. Rubicon (Endemol Shine Group) are in the prosess of making a TV-series based on the concept. During the 8 week period after we launched the film, the sales revenue are up more than 4% compared to the same period last year.

The Situation

This campaign was based on PR. By using one of Norways most famous top athletes and giving him a very unconventional competitor (Sara, 8 year), we managed to create a huge organic reach, news reports (see attachments) and - most importantly, increased sales of milk!

The Strategy

Target audience: The basic strategy for the entry was to make Norwegian parents aware of how active many kids actually may be during the course of a school day, and hence the importance of proper nutrition throughout the day. Target Media. The plan was to reach parents through paid Facebook distribution, but the film immediately went viral and reached the target audience through organic reach. As well we made use of YouTube, Twitter and Instagram. Approach During the last years, there has been an ongoing debate about milk’s health benefits. So instead of making another health claim, we decided to shift the focus: Our kids are more active than we might think, hence they need the right nutrition throughout the day. As a result of the communication there has only been positive reactions, which is quite unusal for milk-commercials making health claims in Norway.