love at every site
TRANSCRIPT
Love at every siteMaking people “love” advertising, through branded entertainment
Panos SambrakosExecutive Creative Director, OgilvyOne Worldwide, Athens
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Back in 1979…
Channel 1The Dukes of Hazard
Channel 2Some other program
Limited choices for viewers – maximum impact for ads
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After 30 years…
Kids program 1 Kids program 2 Kids program 3 Kids program 4 Kids program 5
Unlimited choices for viewers – lesser impact for ads
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Choice means power.
Only what I want to see… Search
Choice
It’s “Only what I want to see…” all the time! (Avoiding commercials)
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Ogilvy and EntertainmentHelping clients across the world, produce original entertainment content.
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Characteristics
• Broadband allowed for full frame video and cinematic feel.
• Interactivity let users experience the story first hand.
• Social Media extension. Enigmatic finale invited users to discuss further on facebook fan page.
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The role of the brand
The product’s integration was organic to the storyand its role integral to fulfill the hero’s dramatic need.
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The role of the brand (cont.)
The product packaging itself promoted the entertainmentand gave people help to progress the story.
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What do audiences compare it with?
• Other chocolate brand commercials?• Other rich-media microsites?• Other viral videos?
• Other romantic films!
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Consumers that “loved” the advertising!
I don't know what to say. I liked it so much. It was perfect!
Ina Sotiri
Perfect!!! Just that! Oh, and very moving! Marios Papagiannopoulos
Wonderful story...♥Annoula Fre
★★★★★It was very nice, because it felt real
and at the end I was honestly moved when they came back together!
Kostas Petridis
★★★★★I liked the story very much and I believe if it was released at the cinema, it'd be sold out.
Giorgos Agopian
Simply perfect... Lacta chocolate is amazing. Domenico Clores is a god!
Giwta Koufargiri
love at every siteBouzoudi Alexandra