LOVE IN ACTION by Bold Ogilvy & Mather Athens, OgilvyOne Athens for Lacta

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LOVE IN ACTION

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Industry Chocolate
Media Promo & PR, Case study
Market Greece
Agency Bold Ogilvy & Mather Athens
Creative Director Lazaros Nikiforidis
Agency OgilvyOne Athens
Director Nicholas Dimitropoulos
Associate Creative Director Konstantina Chatzaki
Executive Creative Director Panos Sambrakos
Art Director Constantinos Demetriadis
Copywriter Petry Kapetanopoulos, Kasandra Christakopoulou
Account Supervisor Myrto Margaritidou
Released October 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: KRAFT
Product/Service: LACTA CHOCOLATE BAR
Agency: OGILVYONE WORLDWIDE ATHENS
Agency: BOLD OGILVY & MATHER
Date of First Appearance: Oct 5 2009 12:00AM
Entrant Company: OGILVYONE WORLDWIDE ATHENS , GREECE
Entry URL: http://www.loveinaction.gr/awards-integrated/
Executive Creative Director: Panos Sambrakos (OgilvyOne Worldwide Athens)
Group Account Director: Christina Alifakioti (OgilvyOne Worldwide Athens)
Account Director: Anna Sima (Bold Ogilvy)
Associate Creative Director: Konstantina Chatzaki (OgilvyOne Worldwide Athens)
Art Director: Constantinos Demetriadis (OgilvyOne Worldwide Athens)
Web Programmer: George Alatzas (OgilvyOne Worldwide Athens)
Account Manager: Aristea Papazoglou (Bold Ogilvy)
Creative Director: Lazaros Nikiforidis (Bold Ogilvy)
Copywriter: Petry Kapetanopoulos (Bold Ogilvy)
Copywriter: Kasandra Christakopoulou (Bold Ogilvy)
Director: Nicholas Dimitropoulos
Screenwriter: Giorgos Kapoutzidis
Business Unit Director: Jenny Katana (Mindshare Greece)
Director of Digital Media: Nasos Efstathiadis (Mindshare Greece)
Business Unit Director: Babis Chorianopoulos (OgilvyOne Worldwide Athens)
Account Supervisor: Myrto Margaritidou (OgilvyOne Worldwide Athens)
Account Executive: Ntina Manafi (OgilvyOne Worldwide Athens)
Media placement: Blog - Www.loveinaction.gr - 5 October 2009
Media placement: Social Media (Facebook, Twitter, Flickr, YouTube) - Online - 5 October 2009
Media placement: TV Campaign (Phase 1) - Mega, Ant1, MTV Greece - 14 October 2009
Media placement: TV Campaign (Phase 2) - Mega, Ant1, MTV Greece - 23 November 2009
Media placement: TVC Movie Trailer - Mega, Ant1, MTV Greece - 4 February 2010
Media placement: Print Ad - Movie Poster - Athinorama, OK, Lifo, DownTown, Hello Magazine - 11 February
Media placement: TV Broadcast Of The Branded Film - Mega - 14 February
Media placement: Online Film - Www.loveinaction.gr - 14 February

Results and Effectiveness
The plan was to run the resulting 27-minute film online, but the making of the movie created such a buzz in Greece that the country's leading TV station, MEGA Channel, offered to screen it free of charge on Feb. 14 as part of its Valentine's Day programming. The film attracted a 12% share of viewers and was seen by more than 335,000 Greeks on TV. In the first months online, the film was viewed 230,000 times by 8% of Greece’s Internet population, and attracted more than 28,000 fans on Facebook. And the song featured in the film became a hit.

Creative Execution
The 'Love in Action' campaign started with a series of traditional TV spots inviting people to submit their own personal love stories, one of which would be made into the movie. In response, people posted 1,307 love stories. After a month of reading and selecting entries, a committee consisting by the client, the agency and a famous Greek screenwriter, judged the top five stories. The winning story was about a musician and a new army recruit who meet on a train journey. Online polls decided casting (full screen tests were put up online), the characters' names and even what the actors wore. A total of 11,500 people registered and voted on pre-production decisions, and some were invited to be extras in the film. Updates were posted on Facebook, Twitter and the campaign blog during the two-week shoot, while daily making-of videos were uploaded on YouTube and photo galleries on Flickr.

Insights, Strategy & the Idea
Lacta, a leading chocolate bar in Greece, has always had the concept of love at the heart of the brand’s communication. All its recent TV campaigns were essentially 30-second love stories that have been a hit with women 18-24, the chocolate’s primary target group. Our goal then was to extend the “love story” concept to movie length, with the participation of the audience, in order to engage them. Our insight was that everyone has a love story of their own to share and that some of those stories are good enough to be turned into a movie. Our strategy was to crowd-source the production of the film, by collecting user stories, and turn the best one into a screenplay. Consumers would then participate by voting for the lead roles, and various other aspects. And during filming we would keep everyone updated through all sorts of Social Media platforms.