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Love at every siteMaking people “love” advertising, through branded entertainment
Panos SambrakosExecutive Creative Director, OgilvyOne Worldwide, Athens
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Internet to overtake TV by 2010
Europeans will spend more time on the internet than watching television by June 2010, according to research by Microsoft.
Microsoft Research, April 2009
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Viewing habits have changed dramatically in the course of just one generation.
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Back in 1979, when I was a kid, we only had two TV channels in Greece.
Channel 1The Dukes of Hazard
Channel 2Some other program
Limited choices for viewers – maximum impact for adsAll boys my age watched “The Dukes” and all the advertising that went with it.
We would then have to wait a week for the next episode.
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After 30 years, in 2009, by 3-year old sonhas 5 different options each weekend.
Kids program 1 Kids program 2 Kids program 3 Kids program 4 Kids program 5
Unlimited choices for viewers – lesser impact for adsHe chooses to watch “Thomas and Friends”, missing out on all the advertising
going on at the other channels, that was targeting kids his age.
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You can watch only what you want
On demand, avoiding commercials And he can keep on watching Thomas all day long, since even when the program ends, he brings out the DVD’s
we’ve bought him. And of course, he avoids any commercial breaks this way.
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Interacting with your favorite content
Online, rich media experiences that engage usersAnd as if that wasn’t enough, he then takes me to the computer to play with the interactive games
at the official website, “thomasandfriends.com”
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Sharing content with friends
Broadband and the power of Social Networks…and sometimes he likes to watch the videos other kids from around the world have uploaded on YouTube, with
their Thomas train sets, in action. Soon he’ll be discussing about his favorite content, though social media.
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Unlimited choices doesn’t mean clutter
It’s not “I don’t know what to see…”
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Choice means power.
Only what I want to see… Search
Choice
It’s “Only what I want to see…” all the time! (Avoiding commercials)
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In an age when people won’t be interrupted from watching what they want to see…
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Brands should produce entertainment content, people will want to see!
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Branded Entertainment
Original entertainment content, distributed through Broadband, and mostly spread through Social Media.
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Case studiesBranded Entertainment from around the world
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Hellmann’s - USA
“Real Food Summer School” cooking show on Yahoo!by OgilvyEntertainment, New York
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Burger King – USA
“Whopper Virgins” online documentary by Crispin Porter + Bogusky
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Schweppes – New Zealand
“Signs” romantic short film by Publicis & Radical Media
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Lacta - Greece
“Love at first site” interactive love storyby OgilvyOne, Athens
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Characteristics
• Broadband allowed for full frame video and cinematic feel.
• Interactivity let users experience the story first hand.
• Social Media extension. Enigmatic finale invited users to discuss further on facebook fan page.
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The role of the brand
The product’s integration was organic to the storyand its role integral to fulfill the hero’s dramatic need.
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The role of the brand (cont.)
The product packaging itself promoted the entertainmentand gave people help to progress the story.
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What do audiences compare it with?
• Other chocolate brand commercials?• Other rich-media microsites?• Other viral videos?
• Other romantic films!
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Branded entertainment is judged in terms of story, acting & direction.
Branded entertainment isn’t judged by audiences in terms of web design of flash techniques. It’s judged like a movie or a TV series. People want to see a moving story, that is well acted and directed.
Hollywood has placed really high standards for our advertising to compete!
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Consumers that “loved” the advertising!
I don't know what to say. I liked it so much. It was perfect!
Ina Sotiri
Perfect!!! Just that! Oh, and very moving! Marios Papagiannopoulos
Wonderful story...♥Annoula Fre
★★★★★It was very nice, because it felt real
and at the end I was honestly moved when they came back together!
Kostas Petridis
★★★★★I liked the story very much and I believe if it was released at the cinema, it'd be sold out.
Giorgos Agopian
Simply perfect... Lacta chocolate is amazing. Domenico Clores is a god!
Giwta Koufargiri
love at every siteBouzoudi Alexandra
But if you manage to put your heart into it, combined with the talent of capable craftsmen, you stand a chance to make people actually “love” the advertising, the same way they love a real movie. Like these few quotes show,
from the many notes users wrote on the facebook fan page for “Love at first site”.
