Standard European Union directives govern Branded Entertainment in Greece. A TV show that has product placement has to declare it before hand and with a special sign at the beginning on the program. In the last couple of years, there have been some branded cooking shows on TV and lots of product placement. The most known Branded Entertainment project in Greece was Lacta's branded feature film, "Love in the end", released in cinemas in 2013.

Lacta chocolate has been a symbol of love for generations of consumers in Greece. Since the early 90s, all the communication for the brand have been in the form of love stories, traditionally as TV commercials and later, in the form of branded films, with an online short in 2009, a crowdsourced TV movie in 2010 and a feature film released in theaters in 2013 ("Love in the end.")

But in recent years, due to the economic crisis, priorities have started to shift for young Greeks. Instead of searching for true love, they focus first on pursuing a career. At the same time, Social Media have forever altered the way people flirt.

Our mission was to keep the Lacta brand and its love theme relevant, in an age when people didn't believe in the value of love and didn't want to invest in it.

To raise awareness of the social issue and in order to show people how important it is to invest in love, Lacta made an hour-long documentary titled "Does Love Exist?" that aired as a prime time TV special, on the eve of Valentine's day.

An actor, famous for his leading roles in love stories, sets out on a quest, to talk with young people and discover how important love is for them. In his journey he talks with people ranging from 30-something singles and rappers recording love songs, to people who have made a conscious choice to be alone.

To balance the viewpoint, the documentary also featured happily-married couples and people in new relationships.

A psychology professor analyzed young people's hesitation to invest in love, offering his advice, that by falling in love, one has the best chance to discover their true self and grow as a person.

The TV airing of the documentary on the eve of Valentine's day, was promoted with TV trailers for one week, on the national Greek TV channel ANT1 that aired the show.

The TV trailer was also promoted with paid media on YouTube and Facebook, via pre-roll ads and promoted posts respectively.

A "movie poster" for the documentary was placed on Greece's highest circulated free-press newspapers on Valentine's day.

After the TV premiere, the complete documentary was posted on YouTube on Valentine's day, and was promoted on Facebook with promoted posts seen by 2 million viewers.

The documentary managed to attract a 17% viewer share during prime time, with more than 1.55 millions viewers. That day, the #LoveDoesExist hashtag become the number 1 trending topic on Twitter in Greece.

When the complete documentary was posted online on Valentine's day, it gathered 125.000 YouTube views, 22.000 likes and 38.000 shares on Facebook, causing a big discussion, with many people commenting on how much it made them reevaluate their priorities and their stance towards love.

In terms of sales, Lacta succeeded to gain the highest value market share of the last 3 years during the week of Valentine's day, gaining +2.6pp Share Of Market vs that of 2013. (AC Nielsen, Scanning Data).

Additionally, Lacta succeeded to reach in February apx 75% Spontaneous Brand Awareness, increasing by +3pp vs 2013. (TNS Ad. Tracking).