Ad agency OgilvyOne Athens has created another innovative campaign for Lacta Chocolate. This time consumers are able to write their own love messages and see them appear on real Lacta Chocolate bars though an augmented reality mobile app…
Click here to view some of the past Lacta Chocolate campaigns that are equally innovative.
You open the Lacta Chocolate Facebook app, type your loved one’s name, and customise a Lacta wrapper around them. The app matches them to a Lacta flavour, then you push it out as a wall-to-wall post. In seconds, your “love message” becomes something your friends can see, react to, and copy.
The app is built around a simple insight. People naturally compare their loved ones with chocolates. Lacta turns that behaviour into a lightweight creation tool, so the output is personal, visual, and instantly shareable.
Plenty of Facebook apps chase scale and get nothing. The difference usually comes down to three basics.
A couple of clicks to get to the app and to the point of action.
All the standard sharing features that make it easy to spread.
Something a fan might actually use, comment on, and share.
Once again OgilvyOne Athens gets into action and creates an app that lets people customise a Lacta chocolate wrapper in their loved one’s name and compare them to a particular Lacta flavour, before using the wall-to-wall post feature to get the message across.
In just over a month the app generates over 150,000+ fans, with thousands using personalised chocolate wrappers as profile pics.
It is a simple Facebook app that lets you personalise a Lacta wrapper with a loved one’s name, match them to a flavour, and share it as a wall-to-wall post.
Because the output is personal and visual, the creation flow is fast, and the sharing mechanic is built into the final step.
Simplicity, shareability, and a real insight that people actually want to express publicly.
Make the “thing people share” the natural end product of the interaction, not an optional add-on after the fact.
Following the grand success of Lacta’s interactive film in November 2009…Kraft Foods and OgilvyOne Athens set out to create yet another integrated campaign for Lacta, Greece’s leading chocolate brand. This time instead of producing another love story themselves, they set out to create one with their audience.
Kraft Foods and OgilvyOne crowdsourced the 27-minute branded-entertainment film, involving the audience in everything from writing to casting and styling the actors. Some even popped up as extras in the finished film. During filming audiences were kept updated through the campaign blog, Facebook, Twitter, YouTube and Flickr.
Here is a 3 minute video case study on the same…
Then on Valentine’s day the film was aired on Greece’s top TV channel and online, with great success…
