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.

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!

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