Password for watching the film: Cannes

Standard European Union directives govern Branded Entertainment in Greece. A TV show that has product placement has to declare it before hand and with special signage on the program. There has never been a feature film produced or co-produced by a brand before in Greece. Only sponsored films, or films with product placement have existed before.

The campaign was first announced on Lacta's Facebook page, which is the most popular in Greece, with more than 700.000 fans, or 17,5% of the Greek Facebook users.

A teaser TV spot first aired in November 2012 that directed people to the campaign website (loveintheend.gr/thessaloniki) to discover 'What happens next...'

There, audiences could watch a 20 minute preview of the feature film, 4 months ahead of its theatrical release. The short film told half of one of the stories, ending on a cliffhanger that could only be resolved by watching the film at cinemas.

An Alternate Reality Game ensued, where viewers helped the short film's heroine find her lost love through a series of clues on the web. Winners had the opportunity to attend the film's premiere.

A trailer was then released in cinemas and online and was promoted on Facebook and YouTube with paid media.

The short film was seen by 17% of the Greek Internet population, creating a huge buzz on Social media and a familiarity with the movie's storyline comparable to that of movie sequels.

At the same time, Lacta's Facebook page became the most popular page in Greece with more than 700k fans and chocolate sales grew by 9.9%.

Even the title song, became a huge hit, reaching the number 2 spot on the Greek iTunes chart and remaining at the top of the Greek AirPlay for 7 weeks!

The movie opened spectacularly on Valentine's day to the biggest opening night of any Greek film in the last 5 years, claiming 65% of the all movie tickets sold for the night.

By the end of the first weekend, "Love in the end" had the 3rd biggest opening weekend of the decade for any Greek film. (http://www.boxofficemojo.com/intl/greece/?yr=2013&wk=7&p=.htm)

The film stayed at the top of the box-office for a second week and as of April 2013, it is the 3rd biggest movie at the yearly box-office with 1 million euros in gross revenue.