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
10 Comments
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
If you want to tell somebody, that you like him than write him a letter but don't use your fucking smartphone.
:) your right
Seems like you need a lacta present to achieve the effect, although its sort of cool in the video.
great for valentine day
THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL
I would not use this
The use of an app to do that to me cheapens the thought for me.
the song is too much
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.
Veery cute girl, but the song is very ungly.