cell App Helps people location Love Notes On Lacta Chocolate Bar Wrappers

For years, common Greek chocolate brand Lacta, working with OgilvyOne international in Athens, has embedded the notion of love into the emblem the use of lengthy-kind tales that discover the deep connections people have with one another.

In past years, the logo has created plenty of content advertising and marketing efforts, together with: a 17-part make a choice-your-personal-adventure about a guy and a woman who meet at a bus cease and then reconnect two years later; a crowdsourced branded entertainment movie crafted by inviting folks to publish love stories; a full-blown movie that tells the story of three couples who meet, face challenges and, in the end, in finding happiness; and a cellular app that allowed individuals to place photography of love on chocolate bar wrappers.

Most not too long ago, leading as much as Valentine’s Day this year, the emblem launched a Lacta Messages QR code campaign (i know, i do know, however QR codes aren’t useless all over) that allowed folks to embed messages of love on the wrappers of chocolate bars — secret messages that had been revealed when every other person scanned the code.

however like all Lacta campaigns, OgilvyOne went large and created 5 15-minute episodes (that have been later combined to turn out to be a television movie) to advertise the campaign.

here’s a case find out about video that explains the marketing campaign in more element:

each 15-minute episode used to be released weekly on YouTube and fb top as much as Valentine’s Day.

facebook posts performed 30% organic reach and the emblem’s facebook web page changed into the number one product page in Greece. The videos amassed six million views — in a nation of four million facebook customers — and the series was once sooner or later proven as a tv-movie which finished a 19.four% share. Lacta Messages usage increased by 179% right through the weeks the episodes had been launched and shot up 17x higher on Valentine’s day.

The sequence was closely promoted on the emblem’s fb web page:

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Steve corridor

Steve hall is a advertising and marketing professional, writer, writer, community supervisor, photographer and all-round lover of promotion.

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