The objective was to increase awareness and position Horio Butter as a high-quality product, with strong ties to Greek agriculture and produce. To reintroduce Horio butter-line.
The campaign concept was centered on the grounds that there are only two ways for an individual to find authentic butter – they either make it themselves or buy Horio Butter, thus the campaign “Dyo Einai Oi Tropoi” (“There are two ways”) was established.
A digital, integrated campaign was designed in order to complement the BTL activations that were launched, which included strategic collaborations with popular bakeries featuring product tastings, in-store promotions at supermarkets, cooking demonstration by prominent chefs and food bloggers and two large-scale events in two of the largest malls in Greece, with several kiosks.
At the mall events, one of the kiosks was a digital station, featuring a live game also named “Milk the Cow,” which challenged visitors to fill as many buckets of milk as possible in the given time. This game utilized gesture-recognition technology and players were asked to complete their registration by logging into their Facebook account and sharing their results or providing an email address etc.
The truly innovative aspect of the Dyo Einai Oi Tropoi campaign was the utilization of the gesture recognition technology of Kinect for Windows v2 in conjunction with a web game that had the same gaming principles, both of which were connected to users’ Facebook accounts. After exploring all options, it was determined that Kinect was the best tool for the live game. The hardware was not available in Greece of Europe until late in the fall 2014, so, two units were brought from America in order to begin developing.