In France, traditional advertising is not well accepted by a portion of consumers, especially young people. Moreover, they are difficult to reach with classic ads.Brands have to go further and propose other content to the consumers like Branded Content or Branded Entertainment. Brands have to entertain the consumers and be discrete; the message is better received when the content is not too branded.Branded Content is very regulated on TV, so the Internet is a good way to create more freely in content and form.

Through partnerships with Dailymotion and Allocine (the French cinema reference site), creation of dedicated spaces, the brand called upon 3 young stars of the Internet to make videos (explained in the next part), thereby activating their community on the social networks too.

-31 episodes produced.-More than 4.4m videos viewed (average 140, 000 views per video vs average 10,000 views per video for the other Orange videos)-80% of the Orange channel views are from the 3 motion makers-Norman, 1 of the motion makers, reached 3.3m views. Since the campaign, he became the new star of the French web.-More than 180,000 ‘likes’ on the videos-40 episodes ordered by Orange in 2012