Love at First Site

Published on .

For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.

Love at First Site

Greek chocolate brand Lacta wanted to be seen by young people as a romantic and compelling brand in order to drive sales of its chocolate bars.

An interactive web film provided the perfect solution. Lacta created a 17-minute-long production – "Love at First Site" -- a love story that centers around the holiday romance between local boy Petros and British tourist Joanna. The online holiday romance is made up of 10 chapters, hosted at

The website combines the actual brand with narrative and game-play elements to develop the plot. Throughout the duration of the campaign, chocolate wrappers are printed with special codes. When users can't get the story to move on, they can click a chocolate-bar icon, type in the code from a wrapper, and unlock tips and advice to kick-start the romance again.

~ ~ ~ is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.
Most Popular
In this article: