Eurobest

Castaway

PUBLICIS CONSEIL, Paris / ORANGE / 2018

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Overview

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Credits

Overview

Background

Orange wants to demonstrate its presence in people lives and in the most important family moments.

In an extremely competitive context, including price escalation, the challenge for the brand is to turn its service into a distinctive added value, a real lever of differentiation, of conviction, churn and preference.

And service offer remains key pillar of customer relationship.

In addition to establish the brand service position, the campaign aimed at introduce and increase the renowned of Orange Service 24h guaranteed who allows you a mobile loan within 24h in case of mobile loss, theft or damages.

Idea

We choose to showcase the new psycho-sociological phenomenon, named “Nomophobia” which identified people feelings when they do not find their mobile phone. Thus, in a dramatic way in the movie direction, we emphasized the Orange solution with its Service 24h.

Through a relentless, but also accurate and funny metaphor, the brand brilliantly stages a young adult who facing this solitude impression of mobile loss.

Strategy

Nomophobia is endured very intensively by Smartphone owners, when they cannot find it anymore.

This scientific fact based on a universal insight was key for campaign development: Orange aimed at illustrate this intense moment when we thinking our mobile phone lost, when everything is falling down, losing our landmarks, in order to highlights the relevance of Orange Service 24h.

The brand relies also on people experiences, broadcasted similar experiences and off-the-wall metaphors, in order to attract and interact with customers, but above all to get people fully aware of the Service 24h solution.

Execution

There is only one actor in this film. While in fact there’s two characters. The one from the station who is someone like everybody, on his way to take a train to go somewhere and the one that embodies the feeling of extreme solitude, in which we all turned into when we’re taken away more than a second from our mobile.

Playing these 2 characters and embodying them so well in barely 48 hours was a real challenge.

There were the scenes in the station of course in which the accuracy of their acting is not to be discussed but also, there were all these scenes on the desert island that were extremely demanding for the actor (it was more than 40 degrees on the island and we needed him to swim, climb and cohabit with all sorts of wild animals).

Outcome

Brand attribution: 88 (TV standard at 78), 91 for the first broadcast on May

Recognition rate: 57

Brand consideration and preference: + 9pts

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