To build anticipation for the film, a teaser campaign on YouTube used real-time data, in order to present ELLi as the robot that knows everything. Viewers saw personalized ads, showing ELLi knew the type of their device, or the weather conditions at their location. On Facebook, ELLi appeared to know users' gender, age or even their birthday.

But even if ELLi knew everything, she still couldn't understand what love is... Users were invited to thetasteoflove.gr to help ELLi learn, by submitting a photo that captured love for them.

Viewers were invited to visit thetasteoflove.gr and help ELLi learn what love is, by submitting a photo that captured love for them. Using real Artificial Intelligence, the system could recognize what was portrayed and using Machine Learning, photos were positioned on a 3D map, letting users dive into ELLi's mind and see what she was learning in real time.

A teaser campaign on YouTube, used real-time data in order to present ELLi as the robot that knows everything, except what love is. Users were invited to visit thetasteoflove.gr and help ELLi learn what love is, by submitting a photo that captured love for them. Using AI & Machine Learning, photos were analyzed and positioned on a 3D map, letting users dive into ELLi's mind and see what she was learning in real time.

When the film’s trailer was launched on YouTube and Facebook at the beginning of February, it managed to surprise audiences with its science fiction theme, but also to raise their expectations with its production values and intrigue them with its plot and its dramatic nature.

The feature film was launched simultaneously on YouTube, Facebook and on TV on Valentine’s Day 2018, to rave reviews and comments, with most people calling it the best Lacta film yet.

The personalized video ads were shown 505.000 times and viewer rate on YouTube was 23%. Facebook posts exceeded 1.500.000 impressions with a conversion rate of 4.5%.

"Lacta" searches on Google increased +1460% during Valentine's week, reaching 450.000 searches. thetasteoflove.gr had 200.000 visitors and 10.000 entries were collected.

Viewers exposed to the personalized ads, were 2x more engaged with ads promoting the film's trailer, as well as the film.

"Lacta" became one of the top-20 searches on YouTube in Greece. When the film was released, it became a YouTube trending video and one of the top-3 most engaging posts for February, on Facebook in Greece.

On YouTube & Facebook, the film has more than 2.7M views, in a country of 7M Internet users and Lacta's YouTube channel has become the most popular in Greece.

More importantly, during Valentine’s week, Lacta chocolate reached its biggest market share for the last 3 years.

In the branded film by Lacta chocolate, titled "The Taste of Love", a lonely man is living in the future with an AI robot, that after she's updated with "Artificial Emotions", wants to find out what love is...

The teaser campaign for the film, used the data Social Media platforms already know about their users, in order to present ELLi, the film's robot, as the Artificially Intelligent robot that knows everything, except what love is!

Media targeting brought the film's concept to life, while creating anticipation for the film and distributing it online, making it a mega event in Greece.

The teaser campaign on YouTube used real-time weather signals provided by Google, combining them with the user location and user device, in order to serve on-the-fly one of 15 different videos that had been produced.

On Facebook, the video ads that had been set-up, used a combination of one of 3 device types (desktop, mobile, or tablet) along with the gender of the user (male or female) for a total of 6 different videos. The copy above the ads was customized even further, based on user age, and user location.

Viewers were invited at the end of the ads to visit thetasteoflove.gr and help ELLi learn what love is, by giving their own definition, to be analyzed by real Artificial Intelligence.

The website of-course, later became the official website of the movie, presenting its trailer, its synopsis and the film itself, when it was released on Valentine's Day.

Lacta chocolate, has always been a symbol for love in Greece. Years of advertising have established it as the perfect gift to give on Valentine's day. Lately it has become a tradition for Lacta to present each year a new branded film or online series, that are particularly popular with young viewers.

This year, wanting to broaden its reach and appeal to older audiences as well, Lacta wanted to convey how important it is to have love throughout one's life. The message being that “without love, life is tasteless”.

The new feature film that was created, titled "The Taste of Love", told the story of a lonely man, living in the near future with an Artificially Intelligent robot, that predicts and satisfies his every need. Until one day, she's updated with Artificial Emotions and wants to find out what love is, but alas, she cannot eat Lacta...