Cannes Lions

From the Start

OGILVYONE WORLDWIDE ATHENS, Athens / MONDELEZ INTERNATIONAL / 2017

Awards:

1 Gold Cannes Lions
1 Silver Cannes Lions
2 Shortlisted Cannes Lions
Case Film
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Overview

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Credits

OVERVIEW

Description

"From the start" is a web series, that tells the story of a man that doesn't believe in love, falling for the girl he sees in a dream, that he has each time he eats a piece of Lacta chocolate.

In each of the 5 episodes, everything begins from the start, with him meeting her in a majestic place overlooking the sea.

The dream lasts for as long as the piece of chocolate is melting in his mouth, but he soon realizes he can advance the plot by cutting corners, wanting to spend as much time with her as possible. Before long, he becomes obsessed with her, until he's eventually convinced that the girl of his dreams actually exists in the real world and is determined to find her!

Execution

The campaign started with a TV spot, showing a man eating a piece of Lacta chocolate, having flashbacks of how a passionate love story of his began. The slogan: "Every piece of Lacta chocolate is like falling in love, from the start".

But when the story of the TV spot unfolded in a 5-part web series, on YouTube and Facebook, audiences soon realized that what seemed like the past, was only a glimpse of the future.

The series, shot on location on the island of Kea, starring Greece's most popular leading man, captivated audiences and had everyone talking about the effect eating a Lacta chocolate has.

Lacta even released a 360 VR video that magically transported viewers and let them experience the dream on their own.

The series became so popular that it was eventually picked up by a major network and shown as a TV movie, on Valentine's day.

Outcome

The episodes were seen by 2 million viewers in a country of 5 million Internet users and had 250.000 comments likes & shares.

Lacta's YouTube channel became number one in Greece, with the biggest number of uploaded views, the biggest number of subscribers in the country as well as being the fastest growing channel during January & February, according to Social Bakers.

- https://www.socialbakers.com/resources/reports/greece/2017/january/

- https://www.socialbakers.com/resources/reports/greece/2017/february/

The series became so popular that it was eventually picked up by a Alpha Channel in Greece and shown as a TV movie, on Valentine's day, with a 17% Viewer Rating.

And the buzz around Lacta's magical taste did wonders for its sales as well, with an unprecedented turnaround from -10% to +4.3% vs the previous year.

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2021, MONDELEZ INTERNATIONAL

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