So we, at Orange, decided to take a 180 degree turn and move into an unknown territory for telecom companies: to provide its customers - and society in general - with educational added value.

First we did extensive research tracking social media, traditional media and in depth face to face focus groups in order to discover what were the problems, the issues that worried more to our targets, what keep them up at night regarding current mobile technology: Sexting, Cyberbullying, Cell phone “overuse”, Screen management, Sharenting and Text Driving and created long format videos for each one of them.

Views YouTube:

Sexting: 516.000 + 124.000 + 260.000

Cyberbullying: 271.000 + 56.000

Cell overuse; 14.000 + 1.500

Grandfather / Screen Management: 52.000 + 1.200

Educational long videos:

Sexting / Exam; 254.000

Texting / Driving; 586.000

Media coverage was outstanding as well, making this campaign one of the more successful Earned Media oriented campaigns in Spain and even more in the telecom vertical.