Lacta Brand Entertainment: Love In The End (Case Study)
Lacta, the leading chocolate brand in Greece surprised us with a brand entertainment campaign love in the end. See the case study on video here.
Ogilvy & Mather Greece, create a campaign for Lacta chocolate, involving the release of a full feature film at cinemas, on Valentine’s Day.
Continuing its strategy of being a symbol for the sweetness of love, Lacta invited its fans to submit their stories of unfulfilled love, with the promise to give them, the happy end they never had… on the cinema screen.
Three of these stories, formed the basis of a film screenplay, entitled “Love in the end”, to be released on Valentine’s Day, 2013.
A transmedia campaign promoting the film, started with an online 20 minute short film, showing the beginning of one of the stories, ending on a cliffhanger.
The campaign continued, with an Alternate Reality Game, launched when the hero of that story supposedly posted a YouTube video, asking Internet users for help.
The campaign became a big hit with audiences in Greece. 17% of the Greek Internet Population saw the online short, resulting to 700.000 views, hundreds of rave comments and a load of talks at the coffee machine.
Anticipation for the film’s release is very high, evident by the increase of Lacta’s Facebook fans by 100.000, which made its page the biggest for any brand in Greece, with 650.000 fans.
I think you will enjoy this Lacta case study on video:
The campaign is complicated, but clever and 360. Well done by Ogilvy & Mather.
Unfulfilled love is a topic that applies to a lot of us, so that could fuel great storytelling.
The cool thing about this campaign? Earning attention and buzz, also in traditional media, including many talks at the coffee machine.
If you are interested in content marketing, read here why it matters.
What About You?
How do you rate this campaign and the effort that was put into it? Our readers would love to read your opinion in the comments below.
About the Author
Igor Beuker was CMO at 3 listed companies, chairman at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 3 digital agencies (sold to WPP) and global chief social officer at Mindshare. Now he is ‘freejack’ consultant and a sought after keynote speaker.