Make The Move
Mondelez International
Issue 35 | June 2015
Agency
OgilvyOne Athens
Creative Team
Executive Creative Director Panos Sambrakos Creative Director Franceska Galafti Art Director Gert Tzafa Copywriter George Theodorakopoulos Creative Technologist Manolis Mavrikakis Lead Developer George Alatzas
Production Team
Producer Stelios Cotionis Associate Producer Veta Chatzieleftheriou Director Christos Nikoleris Screenwriter Myrto Kontova Editor Lampis Charalambidis
Other Credits
Account Director Christina Alifakioti Account Manager Nikolas Tsakonas
Date
January 2015
Background
Lacta chocolate has long been positioned as the chocolate of love, the sweetness of its taste likened to the sensation of falling in love.
Previous campaigns had inspired young people to think about love but in 2015 the brand wanted to help them actually find romance.
Both a problem and an opportunity was the fact that the bar was no longer wrapped in paper, on which Greeks were accustomed to writing love messages, but in plastic, on which it was difficult to use a pen.
Idea
QR codes were printed onto every pack, which purchasers could scan with their mobile phones in order to hide a message for someone they liked. Senders could even remain anonymous and embark on a series of exchanged messages, which, in turn, could be the beginning of their own love story.
Rather than just produce a demo video to explain how the messaging worked, Lacta created a series of 15-minute web films showing how the messages could lead to love. These were released on Facebook and YouTube in the weeks leading up to Valentine's Day.
Each had a cliff-hanger ending, prompting thousands of likes, shares and comments demanding new episodes.
Results
Facebook posts achieved 30% organic reach thanks to their high engagement rate. Lacta's Facebook page became the No 1 product Facebook page in Greece. In a nation of four million people, the videos accumulated six million views. The series was shown as a TV movie on St. Valentine's Day on Greece's top TV network, getting 19.4% share of all TV viewers.
Usage of Lacta Messages increased by 179% during the weeks the episodes were launched and exploded 17 times higher on St. Valentine's day.
In total, some 75,000 messages were exchanged sparking off countless love stories.
Our Thoughts
The irony of social media is that while young people find it easy to have online relationships, they seem to be finding it hard to get it together in the real world.
This is a brand understanding the zeitgeist and trying to be of real help to its fans.
What is so admirable about this is that the product itself is the medium through which romance unfolds. It’s not just a bolt-on at the end of the videos, a logo and a line. It is the start and the finish of the idea.
A lot of what passes for branded content seems to leave the product out of it. Not in this case, I am pleased to say.