Cannes Lions

OTE BUSINESS

OGILVYONE WORLDWIDE ATHENS, Athens / OTE / 2012

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Overview

Entries

Credits

OVERVIEW

Execution

“Your business can reach as far as its communication.” That’s the motto of "OTE Business", the corporate product line of Greece’s largest telecommunications company. In their successful TV campaign, a typical Greek island fisherman supposedly handles the exports of fish to a fancy London grocery store. Aligned with that TVC and with the brand’s strategy comes an impressive interactive activation to complete a well-built integrated campaign.More than 1,000 miles away from Greece, we placed an interactive billboard right in front of London’s most iconic landmark; the Tower Bridge. The billboard with the location that even the world’s biggest corporations would envy, is "in control" of Greek small/medium business owners and professionals who visited "OTE Business LIVE” devoted website.By completing a simple form and choosing an artwork, visitors of www.otebusinesslive.gr could easily create an outdoor advertisement of their business and see it live on the billboard through a live streaming video connection! The very moment their ad went “on air” a camera took a high-resolution image and automatically sent it to their e-mail as a proof of the moment their business reached London.The campaign ran for 10 days with 8 hours of live video streaming every day. Around 8.000 Greek SMEs advertised via the interactive billboard.

Outcome

The campaign ran for 10 days with 8 hours of live video streaming every day. Around 8,000 Greek SMEs advertised via the interactive billboard, 79,300 users visited the website, with the average time on site being 4.5 minutes.

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