Lacta: LOVE IN THE END

Credits & Description:

Advertiser: MONDELEZ INTERNATIONAL
Agency: BOLD OGILVY & MATHER, OGILVYONE WORLDWIDE ATHENS
Category: Best Use of Branded Content & Sponsorship
Advertising campaign: LOVE IN THE END
Cinematographer: George Papandrikopoulos (CL Productions)
Art Director: Konstantinos Penlidis (Ogilvyone Athens)
Associate Creative Director: Franceska Galafti (Ogilvyone Athens)
Lead Programmer: George Alatzas (Ogilvyone Athens)
Screenwriter: Panagiotis Iosifelis (CL Productions)
Producer: Kostas Lampropoulos (CL Productions)
Editor: Lampis Charalambis (CL Productions)
Creative Technologist: Manolis Mavrikakis (Ogilvyone Athens)
Commercial Director: Mike Argyris (Odeon)
Account Director: Annita Galanopoulou (Bold Ogilvy & Mather)
Account Manager: Aristea Papazoglou (Bold Ogilvy & Mather)
Account Director: Christina Alifakioti (Ogilvyone Athens)
Account Manager: Katerina Markidou-Oraiopoulou (OgilvyOne Athens)
Producer: Manos Krezias (Odeon)
Account Director: Fay Grana (Carat)
Business Development Director: George Vareloglou (Mindworks Interactive)
Business Unit Director: Jenny Katana (Mindshare Greece)
Creative Director: Konstantina Chatzaki (Ogilvyone Athens)
Executive Creative Director: Panos Sambrakos (Ogilvyone Athens)
Director: Vasilis Kehagias (CL Productions)

Execution
The campaign was first announced on Lacta's Facebook page, which is the most popular in Greece, with more than 700.000 fans, or 17,5% of the Greek Facebook users. A teaser TV spot first aired in November 2012 that directed people to the campaign website (loveintheend.gr/thessaloniki) to discover 'What happens next...'There, audiences could watch a 20 minute preview of the feature film, 4 months ahead of its theatrical release. The short film told half of one of the stories, ending on a cliffhanger that could only be resolved by watching the film at cinemas.An Alternate Reality Game ensued, where viewers helped the short film's heroine find her lost love through a series of clues on the web. Winners had the opportunity to attend the film's premiere.A trailer was then released in cinemas and online and was promoted on Facebook and YouTube with paid media.

Effectiveness
The short film was seen by 17% of the Greek Internet population. Lacta's Facebook page became the most popular in Greece and chocolate sales grew by 9.9%.The title song became reached the number 2 spot on the Greek iTunes chart and remained at the top of the Greek AirPlay for 7 weeks!On Valentine's day the movie had the biggest opening night of any Greek film in the last 5 years, claiming 65% of the all movie tickets sold.The film is currently the 3rd biggest movie at the yearly box-office with 1 million euros in gross revenue.

Strategy
Lacta, Greece's favourite chocolate, is particularly popular with the nation’s love sick teens. When they can’t find love, they reach for Lacta to fill the emotional gap.But since 2012, the entire nation's search for happiness has been put on hold. So, amidst the biggest economic crisis in Europe, Lacta wanted to go beyond fulfilling young people in Greece with its taste. It wanted to inspire them to chase after their dreams!Lacta asked people to submit their stories of unfulfilled love via Facebook. Three of these dramas would form the basis for a feature film. However, this film would have one big difference. Lacta would make sure that this time, the protagonists would find the happy ending they yearned for.The film, titled 'Love in the end', would be shot around Greece shot, the Greek islands and Istanbul, starring 6 upcoming young actors and released on Valentine’s day.