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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Viewing habits have changed dramatically in the course of just one generation.
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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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You can watch only what you want
On demand, avoiding commercials
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Interacting with your favorite content
Online, rich media experiences that engage users
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Sharing content with friends
Broadband and the power of Social Networks
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Unlimited choices doesn’t mean clutter
It’s not “I don’t know what to see…”
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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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In an age when people won’t be interrupted from watching what they want to see…
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Brands should produce entertainment content, people will want to see!
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Ogilvy and EntertainmentHelping clients across the world, produce original entertainment content.
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Ford Fiesta - Portugal
“icones” online reality show
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Hellmann’s - USA
“Real Food Summer School” cooking show on Yahoo!
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Cisco - France
“The human network effect” talk show on TV & the Web.
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Entertain though storytellingAn interactive love story from Greece
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Lacta - Greece
“Love at first site” 17-minute long, interactive film.
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Overview
Case study video
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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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Branded entertainment is judged in terms of story, acting & direction.
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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
