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Love at every site
 

Love at every site

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Making people “love” advertising, through branded entertainment. ...

Making people “love” advertising, through branded entertainment.

Presentation given at MIPTV 2009 at Cannes, by Panos Sambrakos, Executive Creative Director of OgilvyOne Athens.

Video of the presentation at Cannes, can be seen here:
http://www.youtube.com/watch?v=Cm2Mnit6Mp0

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Love at every site Love at every site Presentation Transcript

  • Love at every site Making people “love” advertising, through branded entertainment Panos Sambrakos Executive Creative Director, OgilvyOne Worldwide, Athens
  • Viewing habits have changed dramatically in the course of just one generation.
  • Back in 1979… Channel 1 The Dukes of Hazard Channel 2 Some other program Limited choices for viewers – maximum impact for ads
  • 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
  • You can watch only what you want On demand, avoiding commercials
  • Interacting with your favorite content Online, rich media experiences that engage users
  • Sharing content with friends Broadband and the power of Social Networks
  • Unlimited choices doesn’t mean clutter It’s not “I don’t know what to see…”
  • Choice means power. Search C h o i c e It’s “Only what I want to see…” all the time! (Avoiding commercials) Only what I want to see…
  • In an age when people won’t be interrupted from watching what they want to see…
  • Brands should produce entertainment content, people will want to see!
  • Ogilvy and Entertainment Helping clients across the world, produce original entertainment content.
  • Ford Fiesta - Portugal “ icones ” online reality show
  • Hellmann’s - USA “ Real Food Summer School ” cooking show on Yahoo!
  • Cisco - France “ The human network effect ” talk show on TV & the Web.
  • Entertain though storytelling An interactive love story from Greece
  • Lacta - Greece “ Love at first site” 17-minute long, interactive film.
  • Overview Case study video
  • 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.
  • The role of the brand The product’s integration was organic to the story and its role integral to fulfill the hero’s dramatic need.
  • The role of the brand (cont.) The product packaging itself promoted the entertainment and gave people help to progress the story.
  • What do audiences compare it with?
    • Other chocolate brand commercials?
    • Other rich-media microsites?
    • Other viral videos?
    • Other romantic films!
  • Branded entertainment is judged in terms of story, acting & direction.
  • 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 site Bouzoudi Alexandra
  • Thank you! panos.sambrakos@ogilvy.com - @panos www.ogilvy.com/miptv