Lacta: Make the move

Credits & Description:

Brand: Lacta
Media: Ambient
Category: Confectionery & Snacks
Agency: Ogilvy
Geo: Greece
Lacta: Make the move
Advertising Agency: OgilvyOne, Athens, Greece
Executive Creative Director: Panos Sambrakos
Creative Director: Franceska Galafti
Art Director: Gert Tzafa
Copywriter: George Theodorakopoulos
Account Director: Christina Alifakioti
Account Manager: Nikolas Tsakonas
Creative Technologist: Manolis Mavrikakis
Lead Developer: George Alatzas
Published: January 2015
Description of the Project:
In 2015, Lacta chocolate wanted to go beyond inspiring young people in Greece to find love and enable them to actually make the move, through the product itself. By introducing Lacta Messages, unique QR codes were printed on every Lacta pack, that people could scan with their mobile phones and hide a message on every chocolate they gave to someone they liked.
Instead of just producing a demo video to explain it all, Lacta created an original web series that captivated and inspired a whole generation... 5 short episodes were released on Facebook in the month leading to Valentine’s Day. Audiences were hooked by the cliffhangers at the end of each episode, sharing thousands of comments & likes, reaching 7 million video views in a nation of 5 million Internet users!