Cannes Lions

PHILADELPHIA... WITH EVERYTHING

MINDWORKS, Athens / MONDELEZ INTERNATIONAL / 2014

Case Film
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Overview

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Credits

Overview

Description

Branded entertainment in Greece is mostly defined by creating TV programs sponsored by specific brands, something that leads most of the time just to product placement. It is not very often that we get to see the use of brands in a more creative and engaging way that would drive user engagement further.

Food and telecommunications related brands are the most common type of advertisers that engage in such communication. In majority of cases, if not all, after the end of each show (or sponsorship program) the content created usually goes to waste.

Especially with cooking related shows, the reason for such cases is mostly due to legal restrictions defined by the broadcasters. With the introduction of web-tv few years ago, broadcasters choose to add limitations to where a show can be broadcasted after it has ended and by that brands are either obliged to have it live at the broadcaster’s web-tv or YouTube channel, or simply remove it from public viewing when broadcasting period is over.

Execution

Facebook and YouTube advertising formats were used for promoting the campaign.

In YouTube, we used In-stream & TrueView Ads as well a Masthead running for two consecutive days for the first time in Greece. More specifically, we created a promo video optimized for YouTube, so as to deliver our message even before the “Skip” option appeared.

Moreover, the mini-site’s interactive player could also be accessed directly from Facebook. Thus, the users could not only watch a video but also live the entire experience right from their Facebook Newsfeed, every time a friend liked or shared the campaign’s mini-site.

Outcome

The audience warmingly embraced the campaign. Its amazing results speak for themselves:

- More than 150,000 unique visits with an impressive 4’ time-on-site spent on average

- A total of more than 10,000 hours of branded video consumption on-site

- 800,000 searches

- 12,000 social shares and 350,000 Facebook interactions

- Over 180,000,000 impressions in total

In addition, “Philadelphia Goes with Everything” became a word of mouth and got featured in several acclaimed blogs, newspapers and magazines, spreading the brand’s message and even resulting into a significant increase of both the Philadelphia volume share (+2%) and sales (+15,9% vs PY) in Greece.

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