OPAP, a Greek public gaming institution with long history of non-profit social programmes, was bought by a non-Greek company in August, 2013. How could OPAP prove to the public that it hadn’t lost its Greek heart and soul in the sale?

Due to the financial crisis many Greeks had an increased sensitivity to the hardships of others, but also a decreased ability to act on this compassion.

As a base for the campaign we chose the kiss, the most traditional and sweetest way to share good feelings during Christmas.

We harnessed this symbolic gesture in our ONE KISS, ONE EURO campaign to raise money for one of the groups hit hardest by the crisis: children. We set up two “Kissing Trees”, where for each kiss under the tree; one euro would be donated to Greek orphanages. To further increase reach, participants could also share their kisses on Facebook.

To kick-start national attention, we called upon 60+ of Greece’s most famous athletes and celebrities to take part. One in two Greeks was quickly exposed to ONE KISS, ONE EURO by free coverage of these celebrity kisses!

By endorsing celebrity ambassadors, it created immense publicity, generating 3 times more earned than paid media: conversations boomed with 1 out of 4 OPAP mentions on the web related to the initiative.

• We earned 19,686 likes, 175% higher than 14 days prior to the activity.

• In 14 days, 47,319 kisses were uploaded via the Facebook app.

• Initiative boost lottery tickets sales by 10%.

To kick-start national attention, we called upon 60+ of Greece’s most famous athletes and celebrities to take part. One in two Greeks were quickly exposed to ONE KISS, ONE EURO by free coverage of these celebrities’ kisses!

Televised basketball games exposed another million Greeks to our campaign, with players entering the court with OPAP’s ONE KISS, ONE EURO T-shirts.

Our paid activity capitalised on the “feel good” element and ensured that our TV and radio presence was a call to action. Through the support of journalists, producers and presenters it wasn’t just another ad but an immersive movement:

• Greece’s largest TV station had a daily “6 O’Clock ONE KISS ONE EURO Bulletin”, recapping the kisses that occurred during the day and further motivated people to participate.

• Radio ads had on-air call outs from influential producers and DJs

• Adverts were run on various social media channels, allowing everyone the chance to join the movement in their own way with just a click!

OPAP’s event became part of the Christmas spirit:

• The Greek ambassador’s participation created immense publicity, with more than 650 mentions, generating 3 times more earned than paid media.

• Conversations boomed with 1 out of 4 OPAP mentions on the web related to the initiative.

• People responded immediately to the OPAP kissing call and interact, with over 45% more actions than the market average

• 14 days after the launch we earned 19,686 likes, which was 175% higher than the previous fortnight (7,143 likes).

• The cherry on the cake - A REAL WEDDING PROPOSAL UNDER THE TREE - a surprise that further enhanced our extensive publicity.

• Initiative boosted lottery tickets sales by 10% (Dec.2013vs.Dec2012)

And the orphans?

47,319 kisses=€47,319 for Orphans…but the spirit we created allowed us to triple this! The winner of the OPAP lottery, Mr.Tzoker, contributed another €50,000 and OPAP matched this bringing it to €147,319 raised.