Cannes Lions

MOBILE TELECOMMUNICATIONS PROVIDER

INITIATIVE, London / ORANGE / 2009

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Overview

Entries

Credits

Overview

Execution

‘Out with Orange’ We focused on 14 cities in the UK with ambient media that provoked conversation and shifted brand perception.

Playfuls plan their weekend Orange’s conversation with Playfuls started at the beginning of the week via TV brand ads and radio trails that announced Orange DJ events.The night out begins Orange travels with Playfuls as they head to bars and clubs. Posters sites were handpicked along the bus and train routes. These all featured media specials: six sheets with balloons (featured in TV spots) you could steal, columns filled with balloons and wrapped bus shelters with stickers you could peel off.Communication matched behaviour: dancing (Orange DJ events in bars), flirting (beer mats and posters with teasing messages), messing around (balloons and stickers that Playfuls could carry around and take home), spending too much money (specially branded ATMs) and drinking (banners and special format posters).

Outcome

• Orange’s 2008 PAYG targets were hit within three months.• All brand health measures grew for the 16 – 24s target.• First choice consideration improved by 15% - 10%, exceeding our target.

• Marketshare in PAYG leapt from 9.5% to 23%.

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