Doktor Proktor and the end of the world. Maybe – The Monsters Campaign

Aschehoug Publishing built an exhibition consisting of life size monsters to publicize Jo Nesbo’s children’s book Doktor Proktor and The End of the World. Maybe. The exhibition, taking place at the Natural History Museum in Oslo, gave the ‘Moon Chameleon’ and 23 more animals in the book each their own ‘story’; and broke all attendance records for an exhibition at the Museum. Meanwhile, the book topped bestseller charts – the first Norwegian children’s book ever do to so.

The Brief
Our task was to launch the childrens book ”Doctor Proktor and the end of the world. Maybe” – about Doctor Proktor, the children Bulle and Lise and their fight against the cruel monster, The Moon Chameleon. We had a small budget of $100,000 to cover everything – our fees, production, and media spending. Knowing books are losing the battle for childrens attention in Norway and sales are going down, we knew we couldn’t go the traditional way, but had to come up with something that would create buzz, attention and PR itself.

Creative Execution
The creative idea: A big exhibition of full sized monsters – “Doktor Proktor’s Sensational Collection of Animals You Wish Did Not Exist”.
Starring the Moon Chameleon as the main attraction, but also showing 23 other animals you really wished didn’t walk the earth. Some of them from the books, and some of them we made up.
We contacted Norway’s most famous puppet maker and his team of artists – and asked the Natural History Museum in Oslo to host the exhibition. They were all enthusiastic about the project – and the exhibition would never have come to life without their positivity, dedication and great efforts.
Together with the exhibition we also came up with the idea to write a children’s book about the animals of the exhibition. So we made that one as well – and put it out for sales in book stores all over Norway.

The Goal of PR
To create as much buzz, attention and PR as possible around the Doktor Proktor books, especially the new one. We hoped to sell about 15,000 copies.
The target audience were children between 5 and 12 – and their parents.

Documented Results
– Headlined the TV news twice prime time on Norway’s biggest TV broadcaster (NRK), once even live from the exhibition.
– Massive media coverage: front pages on national newspapers, headlined national radio news and an endless number of articles in both printed and online media.
– It is by far the most media covered promotional campaign in Norway for years.
– A new all time high attendance records for the museum – so far 75,000 people have visited.
– Every second child of Oslo has attended
– The book went to no.1 of the sales chart of all Literature – as the first Norwegian children’s book ever.
– The three Doktor Proktor books have sold over 70,000 copies (extremely high in Norwegian standards) since the opening.

Advertising Agency:  Try Advertising, Oslo
Copywriter: Lars Joachim Grimstad,
Art director: Egil Pay
Year: 2011


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