1. LACTA “LOVE IN THE END”
Christos Latos, General Manager, OgilvyOne Athens

2. On Valentine’s day 2013, these movies were playing in Greece...
2
1.6
1.2
0.8
0.4
0
0.4
2
1.6
1.2
0.8
0.4

3. The biggest opening night for a Greek movie in the last 5 years!
0.8
0.6
0.4
0.2
0
Love in the end
A good day to die hard
Les Miserables
Silver Linings Playbook
Lincoln
Argo
0.2
0.8
0.6
0.4
0 good
Argo
Lincoln
Silver the to die
Les Linings Playbook
A.2 Miserables
Love in day end hard
Opening night ticket share

4. The “Love in the end” case
How to make see and competethat audiences
would pay to a branded film with
Hollywood at the box office!

5. Find the kind of movie your brand’s
target audience wants to see

6. Integrate your brand message into the movie theme

7. Invite you loyal customers to participate in its creation!
We collected 2.000 stories of unfulfilled love...

8. “On Valentine’s day, three real stories of unfulfilled love,
will receive the happy end they never had!”

9. How do you compete
with Hollywood?

10. Take advantage
of Social Media
and online video
17% of the Greek Internet Population saw our 20 minute online teaser

11. Make your brand campaign work as a movie campaign
TV ad
Online short
Movie

12. Use every available medium
Lacta packaging
CD single

14. Greek yearly Box-office 2013
Rank
Movie Title
Distributor
Gross
1
Argo
WB
$1,439,932
2
Django Unchained
Sony
$1,374,091
3
Love in the end
Odeon
$1,033,489
As of May 2013. Box-Office Mojo & Internal Data

16. -
Find the movie your brand’s
audience wants to see
Use your brand’s assets to make
it a “must see” film

17. Thank You!
Contact:
christos.latos@ogilvy.com