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Lacta: Mobile app

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!

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
Published: December 2011

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10 comments

Baelin's picture
Baelin
277 pencils

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

Trichinosis's picture
Trichinosis
204 pencils

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

nourgad's picture
nourgad
17 pencils

:) your right

andylefty's picture
andylefty
4537 pencils

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

Hadrons's picture
Hadrons
5743 pencils

great for valentine day

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

simonds08's picture
simonds08
598 pencils

I would not use this

kleenex's picture
kleenex
29454 pencils

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

SF23's picture
SF23
13 pencils

the song is too much

Nike Diesel's picture
Nike Diesel
13389 pencils

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.

Emos's picture
Emos
27 pencils

Veery cute girl, but the song is very ungly.

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