LACTA “LOVE IN THE END”
Christos Latos, General Manager, OgilvyOne Athens
On Valentine’s day 2013, these movies were playing in Greece...

2

1.6

1.2

0.8

0.4

0

0.4
2
1.6
1.2
0.8
0.4
The biggest opening night for a Greek movie in the last 5 years!

0.8

0.6

0.4

0.2

0

Love in the end

A good day to di...
The “Love in the end” case

How to make see and competethat audiences
would pay to a branded film with
Hollywood at the bo...
Find the kind of movie your brand’s
target audience wants to see
Integrate your brand message into the movie theme
Invite you loyal customers to participate in its creation!

We collected 2.000 stories of unfulfilled love...
“On Valentine’s day, three real stories of unfulfilled love,
will receive the happy end they never had!”
How do you compete
with Hollywood?
Take advantage
of Social Media
and online video
17% of the Greek Internet Population saw our 20 minute online teaser
Make your brand campaign work as a movie campaign

TV ad
Online short
Movie
Use every available medium

Lacta packaging
CD single
Greek yearly Box-office 2013
Rank

Movie Title

Distributor

Gross

1

Argo

WB

$1,439,932

2

Django Unchained

Sony

$1...
-

Find the movie your brand’s
audience wants to see
Use your brand’s assets to make
it a “must see” film
Thank You!

Contact:
christos.latos@ogilvy.com
Love in the end - OgilvyOne Athens - Lisbon by Cristos Latos @ICEEfest 2013
Love in the end - OgilvyOne Athens - Lisbon by Cristos Latos @ICEEfest 2013
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Love in the end - OgilvyOne Athens - Lisbon by Cristos Latos @ICEEfest 2013

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Love in the end - OgilvyOne Athens - Lisbon by Cristos Latos @ICEEfest 2013

  1. 1. LACTA “LOVE IN THE END” Christos Latos, General Manager, OgilvyOne Athens
  2. 2. On Valentine’s day 2013, these movies were playing in Greece... 2 1.6 1.2 0.8 0.4 0 0.4 2 1.6 1.2 0.8 0.4
  3. 3. The biggest opening night for a Greek movie in the last 5 years! 0.8 0.6 0.4 0.2 0 Love in the end A good day to die hard Les Miserables Silver Linings Playbook Lincoln Argo 0.2 0.8 0.6 0.4 0 good Argo Lincoln Silver the to die Les Linings Playbook A.2 Miserables Love in day end hard Opening night ticket share
  4. 4. The “Love in the end” case How to make see and competethat audiences would pay to a branded film with Hollywood at the box office!
  5. 5. Find the kind of movie your brand’s target audience wants to see
  6. 6. Integrate your brand message into the movie theme
  7. 7. Invite you loyal customers to participate in its creation! We collected 2.000 stories of unfulfilled love...
  8. 8. “On Valentine’s day, three real stories of unfulfilled love, will receive the happy end they never had!”
  9. 9. How do you compete with Hollywood?
  10. 10. Take advantage of Social Media and online video 17% of the Greek Internet Population saw our 20 minute online teaser
  11. 11. Make your brand campaign work as a movie campaign TV ad Online short Movie
  12. 12. Use every available medium Lacta packaging CD single
  13. 13. Greek yearly Box-office 2013 Rank Movie Title Distributor Gross 1 Argo WB $1,439,932 2 Django Unchained Sony $1,374,091 3 Love in the end Odeon $1,033,489 As of May 2013. Box-Office Mojo & Internal Data
  14. 14. - Find the movie your brand’s audience wants to see Use your brand’s assets to make it a “must see” film
  15. 15. Thank You! Contact: christos.latos@ogilvy.com

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