Kraft Foods Greece and OgilvyOne Worldwide Athens just poved how creativity and modern Marketing 2.0 approach are able to achieve amazing and successfull results with minimum advertising budget. Their last Ad campaign for Lacta Chocolate is brilliant example of clever aplying of creativity power, Web 2.0 communication tools, crowdsourscing posibilities, combining with traditional media use.
“Love in Action” campaign started with a series of traditional TV spots inviting people to submit their own personal love stories, one of which would be made into the movie. After a month of reading and selecting entries, the top five were judged by three Kraft executives, three OgilvyOne executives and the screenwriter, George Kapoutzidis.
The winning story was about a musician and a new army recruit who meet on a train journey. Online polls decided casting, the characters names and even their clothes.
A total of 11,500 people registered and voted on pre-production decisions, and some were invited to be extras in the film. Updates were posted on Facebook and Kraft’s blog during the two-week shoot.
The plan was to run the film online, but the making of the movie created such a buzz in Greece that the country’s leading TV station, MEGA Channel, offered to screen it free of charge on 14-th of february as part of its Valentine’s Day programming.
OgilvyOne Athens had former experience with using of such marketing approach. They did an earlier branded content effort for Lacta last year, called “Love at First Site.” It told the story of an English girl meeting a young Greek man while on vacation on the island of Paros.
