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Mobile app

Agency Network: 
Published/Aired: 
December 2011

Description

Traditionally in Greece, lovers used to exchange love messages written with pen on the Lacta chocolate's paper wrapper. This trend had been celebrated in TV commercials for decades. A recent change to a plastic wrapper, meant people couldn't use Lacta as a medium for love messages any more. Enter the mobile app by OgilvyOne Athens, that lets people compose messages on their smartphones and then send them to their loved ones, by selecting from their Facebook friends. The recipient gets notified to download the app in order to see the "hidden" message displayed on a Lacta chocolate through Augmented Reality, thus recreating the tradition in the modern age, while also driving sales of chocolates!

Digital advertisement created by Ogilvy, Greece for Lacta, within the category: Confectionery, Snacks.

Advertising Agency: OgilvyOne Athens, Greece
Creative Director: Panos Sambrakos
Art Director: Konstantinos Penlidis
Copywriters: Konstantina Chatzaki, Fratzeska Galafti
Head of IT: Manolis Mavrikakis
Programmer: Angelos Veglektsis
Production Company: Elias Skenderidis, Dimitris Moutsatos / Warr
Account Director: Christina Alifakioti
Account Manager: Katerina Makridou-Oraiopoulou
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Highest Rated

Emos's picture

Veery cute girl, but the song is very ungly.

Emos
Activity Score 27
Baelin's picture

Might be interesting as a novelty once or twice. Can't imagine this practice sticking.

For some insight into the brand, here's a case study of another Lacta social media promotion:
http://www.youtube.com/watch?v=Zd5pFwmYabI

Baelin
Activity Score 273
Copywriter
Trichinosis's picture

If you want to tell somebody, that you like him than write him a letter but don't use your fucking smartphone.

Trichinosis
Activity Score 204
nourgad's picture

:) your right

nourgad
Activity Score 17
Graphic Designer at Viewpoint
andylefty's picture

Seems like you need a lacta present to achieve the effect, although its sort of cool in the video.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
Hadrons's picture

great for valentine day

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

simonds08's picture

I would not use this

simonds08
Activity Score 598
kleenex's picture

The use of an app to do that to me cheapens the thought for me.

kleenex
Activity Score 51126
Web Designer/Developer
SF23's picture

the song is too much

SF23
Activity Score 13
Nike Diesel's picture

Looks nice when they're forcing the products together like this. Since lovers exchange love messages written with pen on the Lacta chocolate's paper wrapper, I'd say this works.

Nike Diesel
Activity Score 13630
Art Director
Emos's picture

Veery cute girl, but the song is very ungly.

Emos
Activity Score 27
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