Chocolate maker stakes its claim as a romance brand with feature-length movie about love, increases online search by almost 1,500%
Lacta, a Greek chocolatier, created a feature-length movie about love and technology to raise the profile of the brand around Valentine’s Day.
OgilvyOne Greece created the 73-minute long science fiction film, called The Taste of Love, for the Mondel?z-owned chocolate brand. The movie, in which a man recalls a personal tale to explain the concept of love to his android assistant, aired on TV and was posted on YouTube.
The brand teased its film with YouTube ads featuring ELLi, the android character in the film. In the ads she tells viewers that she knows on what device they are watching the ad and the weather in their location, but cannot understand love.
These ads also directed viewers towards a website (thetasteoflove.gr) where they could submit photos and images that, for them, defined love. All this data was then organized and displayed in a three-dimensional map, which users could access online. Lacta used Google-owned machine learning tools to identify the elements within each image and sort them by category.
Results / According to OgilvyOne, the Taste of Love website received 10,000 submissions. Google searches for ‘Lacta’ in Greece increased by 1,460% during the week of Valentine’s Day and the brand was one of the top 20 keyword searches on YouTube. The film, which was released on Valentine’s Day, has accumulated 2.5 million views.
Lacta / The taste of love [Contagious]