Eurobest

Orange Lights up the Eiffel Tower

HAVAS SPORTS & ENTERTAINMENT , Paris / ORANGE / 2016

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Overview

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Credits

Overview

Background

As the leading sports sponsor in France and one of the most prevalent in Europe, Orange knows better than anyone that football is all about the fans. This is why Orange, when becoming official sponsor of UEFA EURO 2016, had decided not to sponsor and honour the players on the field, but the millions of fans who support them at every moment. This is the spirit of the “Orange Sponsors You” campaign, addressed to all European football enthusiasts during EURO 2016.

By listening to what is essential to the fans and delivering them a positive impact, “Orange Sponsors You” bring to life a brand promise and provided a foundation for all future sponsorship activity.

Execution

Held from June 10th to July 10th 2016, the social media campaign included:

1. A social listening tool to take into account every message of support mentioning the # of a team engaged in EURO 2016

2. A Facebook app (deployed on 120+ accounts: Orange countries and a selection of Orange store pages in France) and a Twitter automatic reply (deployed on 12 Orange accounts in Europe) to turn messages of support into a customised GIF of the Eiffel Tower showing their message.

3. Every night, the supports of the fans defined the colours of the Eiffel Tower, during the light show offered by Orange.

4. Every night, the best 2 messages from the supporters of the country who lighted up the Eiffel Tower were projected on the monument.

This allowed Orange to turn the Eiffel Tower into a space for expression as big as fans’ commitment.

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