Cannes Lions

MOBILE TELECOMMUNICATIONS

OGILVY, Amsterdam / ORANGE / 2005

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Overview

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Overview

Description

To show the customer that there is a lot more to discover in their phone, we use the metaphor of a plastic bag. At first it looks like a normal bag, but when you look closer there is a lot more to discover. The bag can be used for many different occasions and in many different ways.The metaphor of the bag is used to show the customer that the telephone can also be used in many different ways. See for yourself how your phone can make your life more enjoyable.

Outcome

Based on qualitative analysis: 90% of the target audience could recall the mailing after 3 weeks; 46% of the target audience used one of the products mentioned in the mailing during the action period; 75% of the target audience experienced a much stronger relationship with the brand after receiving this mailing.

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