How to make a branded feature film that audiences would pay to see and compete with Hollywood at the box office!

1. LACTA “LOVE IN THE END”
Panos Sambrakos, Executive Creative Director, OgilvyOne Athens

2. On Valentine’s day 2013, these movies were playing in Greece...
Argo, Lincoln, Silver Linings Playbook were playing and 3 new movies opened: Oscar winning
Les Miserables, the 5th sequel to Die Hard and a little movie produced by a Greek chocolate
brand, titled “Love in the end”.

3. "e biggest opening night for a Greek movie in the last 5 years!
"at night, “Love in the end” had the biggest opening night of the last 5 years for any
Greek film, and did nearly half of all the movie tickets sold for the first weekend. So how
did that happen?
42%
14% 14%
8%
5% 5%
Love in the end A good day to die hard Les Miserables Silver Linings Playbook Lincoln Argo
Weekend box-office ticket share

4. !e “Love in the end” case
How to make a branded film that
audiences would pay to see and compete
with Hollywood at the box office!

5. Find the kind of movie your brand’s
target audience wants to see
"e first thing to do, is to find the kind of movie your brand's target
audience wants to see. In an entertainment product you’re selling a
ticket to, it’s more about what your audience wants to see and less
what your brand wants to tell them.
For Lacta, our target audience was young girls. And we knew they’d
like to see love stories.

6. Integrate your brand message into the movie theme
And Lacta has always been telling love stories through its
TV ads. "e consumer insight being that when you can't
find love, you eat Lacta chocolate to fill the emotional gap.
Having already produced two online short films for Lacta in
the last 4 years, with great success, we decided to take it to
the next level. So we integrated our brand message into the
movie theme.
Instead of settling for an unfulfilled love, Lacta wanted to
inspire audiences to chase after their dreams and find love
for themselves.

7. Invite you loyal customers to participate in its creation!
So we asked people to submit their stories of
unfulfilled love through our Facebook page. We
collected about 2.000 of them.
One thing you’ve going for you, is that you
already have a connection with your potential
audience: Your loyal customers! By inviting them
to participate in the film’s creation, you have a
head start.
We collected 2.000 stories of unfulfilled love...

8. “On Valentine’s day, three real stories of unfulfilled love,
will receive the happy end they never had!”

9. How do you compete
with Hollywood?

10. Hollywood has well known stars,
sequels and franchises. But you
probably already have a fan base on
Social Media to spread your message.
Also, these days, people are used to
watching films online, many times
downloading them illegally... In
Greece, we turned this into our
advantage, by releasing a 20-minute
short film on YouTube, four months
ahead of the actual film's release.
Take advantage
of Social Media
and online video
17% of the Greek Internet Population saw our 20 minute online teaser
"e online teaser told one of the three stories up to it's middle point, where a
cliffhanger was written in, acting as a Trojan Horse for unsuspecting movie goers.

11. Make your brand campaign work as a movie campaign
TV ad
Online short
Movie
"e other thing you have in your favour is the marketing budget and integrated campaign of a consumer product.
Hollywood films are generally promoted a month before their release. In our case, we used the TV campaign for the
product, and made it work as a trailer at the same time... So we basically had a 4 month campaign for the movie!

12. Use every available medium
Lacta packaging
CD single
We had the film's title song be the soundtrack of the TV campaign, which became a huge hit
and stayed at the number 1 spot of the Greek airplay for 7 weeks! Even the chocolate packaging
was advertising the movie.

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
"Love in the end" currently sits at the number 3 spot of the yearly box-office chart for Greece, with
more than a million euros in tickets.
As of April 2013. Box-Office Mojo & Internal Data

14. %o would have thought some years ago, that someday we would make a 90-minute ad
for a chocolate and people would pay a million dollars to see it!"

15. %o would have thought?

16. - Find the movie your brand’s
audience wants to see
- Use your brand’s assets to
make it a “must see” film
So, I invite you to think about it and find the kind of movie your
brand's target audience wants to see, and then go make that movie.
"en use your brands assets in order to create awareness for it and
perhaps even compete with other Hollywood films.

17. See you at the movies!
Contact: panos.sambrakos@ogil&.com @panos