LACTA “LOVE IN THE END”Panos Sambrakos, Executive Creative Director, OgilvyOne Athens

On Valentine’s day 2013, these movies were playing in Greece...Argo, Lincoln, Silver Linings Playbook were playing and 3 new movies opened: Oscar winning Les Miserables, the 5th sequel to Die Hard and a little movie produced by a Greek chocolate brand, titled “Love in the end”.

Love in the end A good day to die hard Les Miserables Silver Linings Playbook Lincoln Argo

5%5%8%

14%14%

42%

Weekend box-office ticket share

"e biggest opening night for a Greek movie in the last 5 years!"at night, “Love in the end” had the biggest opening night of the last 5 years for any Greek film, and did nearly half of all the movie tickets sold for the first weekend. So how did that happen?

!e “Love in the end” case

How to make a branded film that audiences would pay to see and compete with Hollywood at the box office!

Find the kind of movie your brand’s target audience wants to see"e first thing to do, is to find the kind of movie your brand's target audience wants to see. In an entertainment product you’re selling a ticket to, it’s more about what your audience wants to see and less what your brand wants to tell them.

For Lacta, our target audience was young girls. And we knew they’d like to see love stories.

Integrate your brand message into the movie theme

And Lacta has always been telling love stories through its TV ads. "e consumer insight being that when you can't find love, you eat Lacta chocolate to fill the emotional gap.

Having already produced two online short films for Lacta in the last 4 years, with great success, we decided to take it to the next level. So we integrated our brand message into the movie theme.

Instead of settling for an unfulfilled love, Lacta wanted to inspire audiences to chase after their dreams and find love for themselves.

Invite you loyal customers to participate in its creation!

We collected 2.000 stories of unfulfilled love...

So we asked people to submit their stories of unfulfilled love through our Facebook page. We collected about 2.000 of them.

One thing you’ve going for you, is that you already have a connection with your potential audience: Your loyal customers! By inviting them to participate in the film’s creation, you have a head start.

“On Valentine’s day, three real stories of unfulfilled love, will receive the happy end they never had!”

How do you compete with Hollywood?

Take advantageof Social Mediaand online video

17% of the Greek Internet Population saw our 20 minute online teaser

Hollywood has well known stars, sequels and franchises. But you probably already have a fan base on Social Media to spread your message. Also, these days, people are used to watching films online, many times downloading them illegally... In Greece, we turned this into our advantage, by releasing a 20-minute short film on YouTube, four months ahead of the actual film's release.

"e online teaser told one of the three stories up to it's middle point, where a cliffhanger was written in, acting as a Trojan Horse for unsuspecting movie goers.

TV ad

Online short

Movie

Make your brand campaign work as a movie campaign

"e other thing you have in your favour is the marketing budget and integrated campaign of a consumer product. Hollywood films are generally promoted a month before their release. In our case, we used the TV campaign for the product, and made it work as a trailer at the same time... So we basically had a 4 month campaign for the movie!

CD singleLacta packaging

Use every available medium

We had the film's title song be the soundtrack of the TV campaign, which became a huge hit and stayed at the number 1 spot of the Greek airplay for 7 weeks! Even the chocolate packaging was advertising the movie.

Rank Movie Title Distributor Gross

1 Argo WB $1,439,932

2 Django Unchained Sony $1,374,091

3 Love in the end Odeon $1,033,489

Greek yearly Box-office 2013

As of April 2013. Box-Office Mojo & Internal Data

"Love in the end" currently sits at the number 3 spot of the yearly box-office chart for Greece, with more than a million euros in tickets.

%o would have thought some years ago, that someday we would make a 90-minute ad for a chocolate and people would pay a million dollars to see it!"

%o would have thought?

- Find the movie your brand’s audience wants to see

- Use your brand’s assets to make it a “must see” filmSo, I invite you to think about it and find the kind of movie your brand's target audience wants to see, and then go make that movie.

"en use your brands assets in order to create awareness for it and perhaps even compete with other Hollywood films.

See you at the movies!

Contact: panos.sambrakos@ogil&.com @panos